Introduction to Bulmers’ New Campaign

Bulmers, a well-liked cider brand, has launched a brand new campaign to interact with its customers in a novel and interactive way. The campaign, created by agency Space, is primarily focused on the on-trade market, with a presence in 10,000 pubs across the UK.

The Technology Behind the Campaign

The campaign features Augmented Reality (AR) markers on drip mats, point-of-sale posters, and window vinyls in pubs. Consumers who download the Bulmers app and point their handsets at these AR markers will likely be treated to an animated display, showcasing the best way to serve their pint professionally. This revolutionary approach goals to coach customers on the perfect strategy to enjoy Bulmers while avoiding a preachy tone.

Supporting Activities

In addition to the AR campaign, Bulmers can also be running a sampling campaign in major supermarkets resembling Morrisons, Tesco, Asda, and Sainsbury’s. Furthermore, on-trade outdoor messaging will encourage consumers to scan Bulmers QR codes, giving them a likelihood to enter a day by day competition and win £300 price of gig and events tickets.

Market Strategy and Competition

Gareth Turner, senior brand manager at Bulmers, emphasized the importance of showcasing the product in an interesting manner without being too instructional. He noted that the presence of competitors, resembling Stella’s Cidre variant launched last yr, has not deterred Bulmers from its strategy. Instead, Turner believes that the competition has made the cider category more vibrant, driving innovation and growth.

The Return of Bulmers’ TV Campaign

This week, Bulmers’ marketing campaign, featuring Plan B and the strapline ‘Bulmer’s keeps things original’, is about to return to TV. This move underscores the brand’s commitment to maintaining its originality and appeal in a competitive market.

Conclusion

Bulmers’ latest campaign is an exciting development within the cider market, offering customers a novel and interactive experience. By leveraging AR technology and interesting marketing strategies, Bulmers goals to coach and entertain its customers, solidifying its position as a number one cider brand. With its concentrate on innovation and customer engagement, Bulmers is well-positioned to proceed thriving in a vibrant and competitive market.