Marketing

Forbidden Fruit extended to 3 days

This year’s Bulmers-sponsored Forbidden Fruit festival has been extended to three days on five stages over the June Bank Holiday Weekend with a line-up that includes New Order, Leftfield, Wilco, Friendly Fires and Death Cab For Cutie.

New to the non-camping festival which was created to appeal to the 20 to 25 year-old segment is the Bulmers Pear comedy stage.
 
Belinda Kelly, Trade Marketing & Events Manager at Bulmers, said, “We collaborated with POD Entertainment with the aim of hosting a multi-staged urban festival.
 
“Our partner’s vision and the brand’s vision needed to meet in order to present a tailored event which would well represent the brand.”

She added that last year’s inaugural Bulmers Forbidden Fruit festival proved a huge success, noting that the 20 to 25 year-old cohort is increasingly elusive to recruit.

“There’s a lot of research that shows that this age group aren’t even spending time in the pub,” she said.

There will be three bars on the site this year, she said.

A ‘substantial’ investment by Bulmers will co-incide with this involving an outdoor and radio ad campaign, she added.
 
Together with a fine array of food, creative craft stalls and the usual festival quirks and oddities, Forbidden Fruit will be held in the grounds of the Royal Kilmainham Hospital, Dublin on June 2nd, 3rd & 4th.

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