Bulmers in summer of experimentation

13 July, 2011

Bulmers has unveiled a summer-long marketing campaign to mark the launch of Bulmers No17, the new cider that contains crushed red berries and a shot of lime.

Experimenters Wanted, a multi-million-pound through-the-line campaign, launched this week. It is fronted by Ben Drew, aka Plan B, the musical artist and filmmaker.

The activity will run throughout the summer, culminating in the Bulmers Cider Garden on London’s South Bank in August, featuring top music arts curated by festival and music guru Rob Da Bank.

Senior brand manager Gareth Turner said:  “We are seeking UK consumers with an experimental spirit to join us in a number of fun activities across the country, the best of which will be used to create the ultimate cider drinking experience –  a cider garden in an iconic London location with top celebrity entertainment.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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