Bulmers plays on heritage

06 August, 2010

A new TV ad campaign focuses on the heritage of Bulmers cider.

A 40-second ad, called Summer HQ, “shows the lengths the Bulmers workforce are prepared to go to in order to create and release the perfect summer’s day”, according to Heineken UK.

The campaign uses the new strapline: Releasing the British Summer Since 1887.

Fiona Kennie, senior brand manager, said: “Bulmers was the pioneer of cider. Summer HQ encapsulates the sunshine, vitality and optimism we associate with summer and is a celebration of the relationship Bulmers has enjoyed over five generations with cider drinkers in Britain.”?The new ad is part of a multi-million-pound marketing programme for Bulmers this year and will be supported by outdoor advertising, an experiential campaign and a series of limited edition product variants, which kicked off with the launch of Bulmers Summer Blend in March.




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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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