Cool cider teams up with Polar ice

23 February, 2007

Scottish & Newcastle UK is planning some innovative add-ons to its £14 million TV ad campaign for Bulmers Original. The premium over-ice cider, which has made some £6 million since its launch in May, is sponsoring packs of Polar ice cubes.

S&N take-home sales director Mark Gerken said the company 's research had found that shoppers in major retailers closely associated Bulmers Original with ice. S&N is now in discussions with Polar in the hope of getting a discount on packs of its ice for Bulmers drinkers.

Bulmers is also set to take over sponsorship of the Twenty20 cricket cup from stablemate Strongbow this summer. "It is such a strong summer drink, there is no stronger association for the Brits than cricket in the summer," said Gerken.

Bulmers will also be released in new packs this summer - a 1-litre bottle and an 8x56.8cl multipack.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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