Part of the #beginwithabulmers campaign launched in April, the summer push will include sampling activity and new POS kits to highlight the Bulmers range to consumers, focusing on the recently launched Black Cherry and Red Grape variants.
The campaign encourages drinkers to share the ‘beginning of their night with a Bulmers’ by adding #beginwithabulmers to their social media posts. To encourage drinkers to take part in the campaign, eye-catching new kits will be delivered to 10,000 pubs and bars across the UK.
In addition, the on-trade campaign will also be supported by special Bulmers ‘hit squads’. Each Friday from mid-June for eight weeks, the squads will take to the streets in London, Manchester, Newcastle and Brighton, visiting designated outlets in high-footfall areas of each city and handing out samples of the Bulmers cider range.
Drinkers can also activate an augmented reality experience by scanning Bulmers drip mats in participating outlets with their smart phones. This will enable them to pour themselves a virtual drink with their handheld devices, served the ‘Bulmers Way’.
Further print, outdoor and TV is also planned to support the campaign right up until the end of August.