The brand is encouraging Instagram, Twitter and Facebook users to share their own colourful yarn creations with the hashtag #LiveColourful for a chance at prizes. At the end of the campaign, Bulmers will create knitted ‘tree cosies’ for its Herefordshire apple trees based on the responses of social media users.
The #LiveColourful messaging is also featured on the brand’s above the line creative, on-pack promotions and on POS in bars and pubs.
Emma Sherwood-Smith, cider director at Heineken, told Marketing Week, “Cider can be viewed as a summer drink, and it’s really key for us that we remind consumers that Bulmers can be enjoyed throughout the winter months.”
The brand has taken learnings from sister brand Heineken which has successfully extended its appeal through social campaigns.
“We frequently collaborate and work cross-functionally to ensure that all our brands benefit from expertise and knowledge,” Sherwood-Smith says.
The campaign is part of Bulmers push to extend the brand which is currently in decline – IRI data shows that the brand’s value sales in grocery, symbols and independents, convenience stores and co-ops and forecourts dropped by 8.5% year on year to 8 Nov, with volume falling by 10.4%.
The #LiveColourful push is yet another installment in brewers’ bids to make cider a year-round drink, with premium brands such as Kopparberg, Aspall and Rekorderlig launching major marketing campaigns over the past two years to make the beverage desirable for all seasons and break down the strict association the drink has with summertime.