Bulmers Pear, the premium, packaged over-ice cider, is launching its first above-the-line campaign, to start on March 10.
Created by Glasgow-based agency Frame, the campaign will include 6,000 six-sheet poster sites across the UK, with 20 Mega-6 sites in London, Birmingham and Manchester, and Glasgow’s giant LED CityScreen. The media planning and buying is through Starcom.
Graeme McKenzie, marketing manager for Bulmers at S&N UK, says: “The introduction of Bulmers Pear has enabled retailers to capitalise on the growing consumer interest in pear cider. The Bulmers brand equity will benefit from a £20m marketing support programme this year, with a heavyweight investment that encompasses TV, outdoor, press advertising and consumer sampling.”
Bulmers Pear is aimed at 25 to 34 year olds, as an alternative to apple cider, wineor beer.
Its appearance followed the launch of Finnish brand Upcider Pear last summer (MW July 12).