The campaign comprises a series of initiatives, some small, some more significant, but all intended to make a contribution toward making life in Ireland that little bit better.
Irish economist David McWilliams features in the Bulmers Orchard in Clonmel where the TV ad sees him explain the principles of economics or ‘orchardomics’ to familiar characters such as Tom, Dessie and Liam, inviting them to put forward ideas for Doing Their Bit to get the country out of its current economic mess. Needless to say the orchard workers’ interpretation of economics is a little different to the one proffered by David.
“At Bulmers we’ve been Doing Our Bit environmentally by planting around 130,000 apple trees and supporting indigenous Irish farming through a dedicated Orchard Development Programme,” explained Bulmers’ Marketing Director Stephen Kent, “We also use spring water from the orchard to make our cider and have reduced the weight of our bottles as well as reducing our overall energy consumption so that we can deliver a little more value. Since 2009, we’ve introduced two price cuts on the price of a pint of Bulmers and will follow it by launching a 20 pack of Longnecks for around €20 this Summer.
“On the social side, we launched Dublin’s first urban festival, Forbidden Fruit, over the June Bank Holiday weekend, at which we worked closely with the promoters to keep the ticket prices as affordable as possible. If Bulmers can make some contribution, however small, towards reducing costs, giving people a lift, supporting the environment or creating some form of celebration, we will feel we’ve lived up to our promise of Doing Our Bit. It’s just our way of giving something back.”
With 40- and 20-second edits of the ad shot on location in Clonmel, this is David McWilliams’ first TV advertising venture.
Bulmers’ Doing Our Bit is also being supported by press and outdoor advertising in addition to a dedicated campaign of Below The Line and PR activity.