The campaign aims to highlight the brand’s low calorie and taste credentials whilst bringing Bulmers Light’s unique sense of humour to life.
Kicking-off the campaign is the new TV commercial, led by creative agency Goosebump in collaboration with Pull the Trigger Productions, which premiered during coverage of Ireland’s Six Nations clash against France.
The commercial, which sees the Bulmers Light team harvesting the special floating apples, “personifies the brand’s unique tone of voice, connecting with Irish consumers who’re looking for a lower calorie option without compromising on taste or personality,” states Bulmers.
“We asked Goosebump for a way to talk about Bulmers Light that communicated its surprisingly low-calorie content,” explained Karl Donnelly, Marketing Director at Bulmers Ireland, “However, we also wanted the idea to express the fact that a pint or bottle of Bulmers Light is in every way, a proper Bulmers. ‘Floaty Little Devils’ delivers all the key elements of the Bulmers brand story but does it with a light twist. A twist that’s fun and engaging.”
In addition to the extensive media plan, trade activity sees the brand’s first trial of Bulmers Light Draught across 40 trade accounts nationwide as well as in-store activity including competitions at Point-Of-Purchase, campaign-specific Point Of Sale and full window wraps and displays in targeted stores.
The 360° campaign also sees the brand create a custom-made interactive game which tasks users with catching the floaty little apples to be in with a chance of winning a variety of prizes including an exciting zero gravity experience.
A social media competition supported with national radio advertising has also been launched, where consumers tag “the apple of their eye” to be in with the chance to win a hot air balloon ride over the brand’s famous Clonmel Orchard.
For more information, visit www.bulmers.ie or Bulmers Ireland on Facebook and Instagram.