Bulmers Light marketing hits new heights with creative campaign

Campaign kicks off with launch of new TV commercial inspired by Bulmers Light’s ‘floaty little devil’ apples and includes out of home, digital, PR, radio, social and in-trade activity

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Brand Central

Bulmers Light is encouraging consumers to look to the lighter side of life with its new ‘Floaty Little Devils’ campaign, which will run for six weeks across TV, out of home, digital, PR, radio, social and in-trade activity. 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 a 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 are looking for a lower calorie option without compromising on taste or personality.

“We asked Goosebump for a way to talk about Bulmers Light that communicated its surprisingly low-calorie content,” said Karl Donnelly, marketing director, 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,” he added. “Floaty Little Devils delivers all the key elements of the Bulmers brand story but does it with a light twist. A twist that is fun and engaging. We’re delighted with the work and have high hopes for it.”

The 360° campaign will also see the brand to create a custom-made interactive game as part of a media partnership. The game will be task users with catching Bulmers Light’s floaty little apples to be in with a chance of winning a variety of prizes including an exciting zero gravity experience.

Given the proximity of the campaign launch to Valentine’s Day, a social media competition supported with national radio advertising has also been launched, whereby consumers can 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.

In addition to the extensive media plan, trade activity will also see the brand’s first trial of Bulmers Light Draught across 40 trade accounts nationwide from March as well as in-store activity including competitions at the point of purchase, campaign specific point of sale and full window wraps and displays in targeted stores.

For more information, visit www.bulmers.ie or Bulmers Ireland on Facebook and Instagram.

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