Bulmers' biggest poster campaign

Scottish & Newcastle UK is launching the biggest ever press and poster campaign for over-ice bottled cider brand Bulmers.

Four new ads will appear on six, 48 and 96-sheet poster sites with the strapline Squeezing the Best ouf of the British Summer.

In major cities such as London, Glasgow, Edinburgh, Liverpool and Sheffield the brand will be advertised on special 3D poster units.

Magazines mainly targeted at men, including FHM, GQ, Empire and Shortlist Sport, will carry the campaign – as will the Guardian, the Independent and the Observer.

Each of the four creatives will show a British summer scene where people are using their initiative to get the most out of the late summer sunshine – including a garden scene where a hole has been sculpted into a hedge to let through rays from the setting sun, and a crowd of people in a beer garden squeezed into the one small space that is still bathed in sunlight.

Bulmers brand manager Doug Cook said: “The press and outdoor campaign builds on the current summer marketing activity for the brand. The posters reinforce the proposition of the unpredictable nature of the British summer and how this brings out the resourceful side of our character.

“Through this campaign, our TV advertising and summer experiential activity, we hope to encourage the British public to squeeze the best out of what remains of this year’s summer.”

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