Heineken positions Bulmers as ‘a drink for winter’ in social marketing push

Heineken is hoping to get cut-through for cider brand Bulmers this festive season by positioning the beverage as a drink for the winter months.

Its new digital activity, which forms parts of Bulmers’ #LiveColourful campaign, will see the brand team work with street artist group, Knit the City, to create bespoke pieces of knitted decorations for its apple trees based on social media users’ responses.

Twitter users will have the chance to have their handle knitted by a team of "yarn-bombers", and at the end of the activity, these will be knitted together to create multi-coloured tree cosies for the trees.

The idea behind the campaign, created by We Are Social, is to remind consumers of the long heritage and history of making Bulmers ciders in Herefordshire.

Emma Sherwood-Smith, cider director at Heineken commented: “#LiveColourful is the heartbeat of all Bulmers cider activity, and this digital campaign provides a great opportunity to unite our Bulmers community together with a vibrant challenge which links perfectly back to our most important ingredient – apples!”

The cider brand will also encourage its Instagram, Twitter and Facebook communities to share their own yarn bombs, and be in with a chance of winning prizes.