Bulmers targets summer events

16 July, 2009

Scottish & Newcastle is launching a major campaign to get trial of its Bulmers cider brands among consumers at summer events.

A bar styled in the manner of an old-fashioned apothecary, but with a modern interior dedicated to the world of apples and cider, will be visiting events including Henley, the Edinburgh Fringe, Cowes Week and the Summer Sundae Weekender music festival.

The tour is aimed at building awareness among the target market of 25 to 35-year-old males.

Consumers will have the chance to win i-Pod shuffles and i-Tunes vouchers while learning about Bulmers’ Herefordshire orchards.

Fiona Kennie, senior brand manager at S&N UK, said: “We look forward to offering consumers the opportunity to chill out with a glass of Bulmers and, as we say in the ad campaign, squeeze the best out of the Britsh summer.”




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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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