Bulmers gets colourful with summer on-trade activities

Bulmers Park Tavern

Cider brand Bulmers is working with 50 pubs and bar across the UK to brighten up their gardens and terraces.

As part of its #LiveColourful activity, it is providing vibrantly coloured furniture, up-cycled bottle lighting and parasols that light up as the sun goes down. Many also feature hand-painted murals by local artists.

The pubs and bars in London, Birmingham, Bristol, Brighton, Cardiff, Manchester and Leeds have been given a makeover using colours reflecting the Bulmers range, including the new Zesty Blood Orange variant.

Emma Sherwood-Smith, cider director at Heineken, said: “We’re investing in great pubs with quality, permanent items that will premiumise their outdoor space and improve their customers’ summer experience.”

This outdoor activity builds on Bulmers #LiveColourful campaign, which launched in 2014, and is aimed at bringing colour into consumers’ lives to inspire them to try new experiences rather than stick with the routine or familiar.

Bulmers is also about to launch an on-pack promotion in the on- and off-trade, giving away 5,000 pairs of personalised, colourful, high-top trainers to consumers.

Consumers need to take a photo of their Bulmers bottle, using the flash which will reveal whether they have won. The word “win” on the label will sparkle in the picture which then needs to be shared on Facebook, Twitter or Instagram alongside the hashtag #LiveColourful to claim the prize.

Running for three months from June, it will run on individual bottles of Bulmers in both the on- and off-trade as well as six- and eight-packs in the off-trade.

The campaign will be supported by Bulmers’ multimillion-pound spend for the year, with adverts across radio and digital platforms. Bulmers will be providing colourful point-of-sale materials to drive visibility, awareness and trial.

Emma said: “We are using a brand new win mechanic – one that’s unique to Bulmers and exciting for our consumers. The innovative technology puts Bulmers and our consumers’ social channels at the heart of the activity.

“And this summer, we know our consumers will be snapping their bottles to see if they’ve won their customised high-tops.”

Pictured: The Park Tavern in Southfields, London.

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