Agency: St Luke's
Bulmers has unveiled a summer-long marketing campaign in celebration of the launch of Bulmers No17, a new cider that contains crushed red berries cut with a shot of lime.
“Experimenters Wanted”, a multi-million-pound through-the-line marketing campaign to support Bulmers Nº17, launched on July 12. The campaign invites UK consumers to experiment through a variety of experiential, digital and print engagement initiatives, hubbed through a bespoke Facebook page.
The face of the campaign is Ben Drew, aka UK music artist Plan B. Ben will appear in TV advertising that will showcase the results of a very special experiment for Bulmers Nº17, created by St Luke’s.
The campaign, which opens with a media partnership with Metro, invites consumers to engage and experiment with Bulmers No17 through
• Outdoor media including interactive bus shelters
• An experimental TV ad
• National PR and social media campaign
• On-trade activation
• Media partnerships
• Experiential activity, with national opportunities to sample Bulmers Nº17
• Digital campaign including mobile applications
The activity will run throughout the summer, culminating in the “Bulmers Cider Garden v.1” on London’s South Bank in August, which invites the public into a bespoke summer fun space where they will be entertained by top music arts curated by festival and music guru Rob Da Bank.
The multi touch-point campaign has been created by exposure, with TV work developed by St Luke’s and media planned and bought by MediaVest. The look and feel of the campaign was created by exposure with CGI modeling and animation through Taylor James.
Gareth Turner, senior brand manager, Bulmers said: “We are excited by the prospect of launching Bulmers Nº17 with such an innovative and integrated marketing campaign. We are seeking UK consumers with an experimental spirit to join us in a series 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 this August. ‘Experimenters Wanted’ is a fun, light-hearted campaign that brings to life the experimental spirit of Bulmers Nº17 through multiple channels to create a connection with our target audience.”