Now is a Good Time for Bulmers

Irish actor Francis Magee delivers an ode to the ‘here and now’ in Now is a Good Time, Bulmers’ new TV ad campaign in both the UK and Ireland.

Bulmers Original Irish Cider is entering a new advertising era with its latest integrated marketing campaign and brand platform Now is a Good Time.

Print

Print

Off-trade

The change of creative direction still pays homage to Bulmers’ respect for and appreciation of ‘time’ which has, for many years, been associated with Ireland’s favourite cider brand.  However, for 2013 the focus is firmly on the here and now; enjoying and appreciating the good times and the great moments that could otherwise pass us by.   
 
The new 40-second TV ad is set in a series of locations and follows our protagonist, a mysterious sage (Irish actor Francis Magee), who delivers an ode to the ‘here and now’.  Wherever he goes, day or night, he initiates good times, adding a little sparkle and magic to the lives of those with whom he comes into contact.  The message is simple and flies in the face of much of today’s resounding bad news because Now is a Good Time; we can’t do anything about the past, so why not live for the now?
 
Bulmers’ Marketing Manager Nicola O’Connell said, “Our 2013 campaign is all based on insight with consumers who continue to remain optimistic and resilient even in the face of a challenging  economic backdrop. Everyone agrees things are tougher, but we should try to appreciate life’s great moments, because they do exist and usually involve friends and family and the spirit of Irish sociability. We love this attitude and for us, good times with friends is a perfect bedrock for the Bulmers brand.”
 
The TV campaign, now on air in both Ireland and the UK, will be followed with outdoor and digital and will be supported by a full PR and social media programme as well as in-trade activity. The new campaign will also come to life for festival-goers at Bulmers Forbidden Fruit, the Dublin music and arts festival, which takes place over the June Bank Holiday weekend at the Royal Hospital Kilmainham.
 
Now is a Good Time was developed by Red Brick Road.
#nowisagoodtime

Related Articles

AB InBev UK and C&C Group agree new distribution changes →

Molson Coors reaffirms 2024 full-year guidance →

Pernod Ricard to sell its wine portfolio →

Non-alcohol beer continues to grow in popularity, research shows →