Bulmers wants shoppers to see Red

29 October, 2010

Heineken UK is supporting its new

imited edition Bulmers cider with an above-the-line campaign.

Bulmers Red Apple has been released as a follow-up to the cider brandís Summer Blend product. It is being backed by a national outdoor campaign, video-on-demand ads, digital marketing and in-store sampling. Posters will appear on outdoor sites and near grocery stockists from November.

Stockists of the limited-edition variant will also appear on an updated version of the Bulmers smartphone app.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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