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Bulmers supports launch of 'Specials' range with below-the-line activity

Categories: Retail, Advertising
Bulmers supports launch of  'Specials' range with below-the-line activity

Bulmers supports launch of 'Specials' range with below-the-line activity

Bulmers will be supporting the recent launch of its new Bulmers Specials range with a range of below the line activity.

As part of this, the company is running an introductory price deal – four bottles for €8 – in Tesco, Dunnes Stores and O’Briens. It will also begin consumer sampling from the middle of this month in Tesco and Dunnes.

There is also a suite of point-of-sales materials to promote availability in outlet, including FSDUs, shelf wobblers and posters.

While Bulmers sponsored a commercial-free October bank holiday on Today FM to promote the new Bulmers Specials, it said it is not planning to support the brand with a mainstream above-the-line campaign until distribution is built, which will be in 2012. 

Bulmers Specials currently consists of two new flavours. Bulmers “Spiced Apple and Honey” infuses Bulmers Original Irish cider with honey, orange peel and a touch of cinnamon, while Bulmers “Spiced Apple and Rhubarb” combines the original drink with light spices and rhubarb.

According to Bulmers, both variants are best served chilled in a glass without ice. 

Categories: Retail, Advertising

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