Bulmer plans £3m San Miguel ad blitz

San Miguel, HP Bulmer’s licensed beer brand, is to be promoted in the UK for the first time, following a growth in sales.

HP Bulmer is planning a &£3m TV and cinema ad campaign, to break this summer, which will aim to appeal to millions of British tourists who drink the brand while on holiday in Spain.

Abbott Mead Vickers.BBDO has been briefed to create the ad, the first since the agency picked up the business in September 1999. MindShare will handle media buying.

The ad is being filmed on location in Spain and will promote the Spanish “passion for life”.

A spokesman for HP Bulmer says the campaign will target 25- to 35-year-old ABC1 men and women, with a greater emphasis on male drinkers.

He claims the lager is the seventh best-selling take-home premium packaged lager in the off-trade sector. He adds that very little money has been spent on the brand in the past.

He says: “The idea behind this campaign is to increase awareness of the brand and boost sales. We also want to make San Miguel the number five lager in the off-trade premium lager market within the next 12 months.”

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