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.

Bookmark this

Site Search


What to expect at Christmas

The arrival of October means that we’re now officially in Nielsen’s Christmas trading period. Manufacturers and retailers alike have until December 30 to optimise their sales plans and activate them in-store in order to win at Christmas.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know