BULMERS LATEST NEWS
Bulmers Price-Cut Is Dedicated To You
Bulmers Price-CutLiam attempting to make unnecessary cuts around the orchard from hurrying the maturation process to urging the apples to grow faster,
This Summer, Bulmers Ltd responded to current economic conditions by reducing the price of its pint bottles by 10%. This Saturday, 15th August marks the continuation of the price-cut campaign with the launch of a new 40-sec TV advertisement featuring the strap-line – 'Bulmers Original Pint Bottle – The only cut we’ve made is to the price'. This campaign shows that quality and craftsmanship remain as essential as ever despite this reduction in price.
The advert focuses on Liam, an over-enthusiastic orchard worker who overhears his orchard manager saying that cuts are needed. Liam then attempts to make unnecessary cuts around the orchard from hurrying the maturation process to urging the apples to grow faster, and even cutting the attire of his fellow-workers. The voiceover explains that the only cut Bulmers have made is to the price. As one would expect, the Premium Quality of Bulmers Irish Cider is uncompromised.
Commenting on the campaign, Marketing Director, Stephen Kent said, "Everyone in the country is feeling the effects of the economic downturn. We feel it’s the right time to remind consumers that we are playing our part by passing on a price reduction whilst bringing a little humour to the campaign. Premium product quality is integral to the Bulmers brand – this campaign re-inforces our credentials and highlights that the only cut we have made is to the price".
Devised by Young Euro RSCG, the new Bulmers TV ad will be on air from August 15th and will be supported by an Outdoor, Digital, Radio and Press campaign.
