Poster ads for Bulmers Pear

06 March, 2008

Scottish & Newcastle UK is launching a £1 million outdoor ad campaign for Bulmers Pear, which was released in November.

The ads will appear on more than 6,000 six-sheet poster sites around the country, in the first above-the-line campaign for the brand.

Off-trade customer marketing head Carol Saunders said: “The introduction of Bulmers Pear Cider has enabled retailers to capitalise on the growing consumer interest in pear cider by bringing something new and different to the sector.

“The Bulmers brand equity will benefit from a £20 million marketing support programme this year as we build on the extraordinary success that Bulmers Original enjoyed in 2007 with a heavyweight investment that encompasses TV, outdoor and press advertising and consumer sampling.”




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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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