Bulmers is strengthening its range of modern ciders with two exciting fruit flavoured ciders, Bulmers Bold Black Cherry and Bulmers Cider Pressed Red Grape, which will be officially launched on Facebook and Twitter this week by global social media agency, We Are Social.
The campaign will ignite interest and create conversation about the new flavours amongst Bulmers’ social media communities. It will also specifically target key Twitter influencers who have previously expressed an interest in Bulmers, by asking them if they would like to be among the first in the country to try the products.
Bulmers Cider Bold Black Cherry is a crisp cider, cut with the taste of crushed black cherries to deliver intense fruit refreshment, Bulmers Cider Pressed Red Grape offers a tantalising blend of crisp apple cider and red grapes for a refreshing, smooth taste.
The two new 4% ABV variants will enhance an impressive core portfolio comprising Bulmers Original, Bulmers Pear and Bulmers Nº17, which is being renamed and repackaged as Bulmers Cider Crushed Red Berries & Lime to coincide with the arrival of the latest family additions.
The launch will focus around a ‘Try it first’ Facebook app, which launches this week on the Bulmers UK Facebook page
. Fans can enter their email address to be in with a chance of being one of the first people in the country to get their hands on a bottle of Bulmers Bold Black Cherry or Bulmers Pressed Red Grape.
Bulmers will select ten winners each week for two weeks, who will each be sent a case of their flavour of choice. The packaging will contain a call to action, which will encourage winners to post pictures of themselves with the new bottles to Facebook and Twitter to share with other Bulmers fans. To support this activity, We Are Social will also be reaching out to key influencers on Twitter who will be offered a bottle of the new product so they can share their thoughts with their followers.
Michael Gillane, Brands Director – Bulmers said: “Our social media communities are made up of some of our most loyal fans. We always look to reward them whenever we can and We Are Social’s campaign does exactly this. For us, social media is the ideal platform to talk about a new product - it allows us to listen and respond to the feedback of our most engaged fanbase on an immediate basis - it’s a hugely significant evolution in new product launches.”
Seb Robert, senior account director at We Are Social said: “Offering a ‘first’ on social media is always a good way of kicking off conversation about something new, which is why Bulmers chose to use Facebook to unveil these new products. We’re looking forward to hearing what Bulmers fans think of both varieties over the next few weeks.”