C&C has announced a significant rebranding and relaunch of its flagship cider brand, Bulmers.
All references to ‘time’ and ‘time honoured traditions’ that underpinned previous marketing efforts for Bulmers have been discarded. The new packaging and bran identity is being supported by a multi-million euro investment.
The new Bulmers Original, copper-toned packaging has been inspired by the tones of the colour of the cider itself. The new brand identity still features the cider vats, synonymous with the Bulmers brand, however the vats have a more contemporary design and are manifested in the linear design of the artwork. The effect is a modern and clean look and a radical change of direction for the Bulmers brand.
New packaging calls for a new advertising campaign, which has been conceived and developed by creative agency, Lucky Generals. The 60 second TV spot takes a humourous look at a party in Dublin, using statistics to poke fun at modern society.
The ad was directed by Neil Gorringe through Moxie Pictures with media planned and bought by Vizeum Ireland.
Belinda Kelly, marketing director for Bulmers, said: “The observations Bulmers is making through our new ads will resonate with people of all ages. They are a commentary on 21st century Ireland and the routine things we do, say or think about. Whatever the observations, the closing line remains the same: 100% Irish cider. We are remarking on the unremarkable, but it’s from the ordinary, everyday things in life that we derive so much of our humour in Ireland. We are 99% sure that the ads will bring a wry smile to people’s faces as they recognise themselves, or others, in the observations that we are making.”
The new Bulmers TV ad went live on St Patrick’s Day and will be supported by a campaign to support the brand’s transformation including out of home, digital and social, below the line, public relations, festival and music sponsorships and experiential activations.