Bulmers has launched a new campaign that aims to highlight the brand’s authenticity and heritage.
The Not a Moment Too Soon campaign (which ties in well with the recent sunny weather) is rolling out across TV, radio, digital, outdoor and below the line, together with PR.
Developed together with Publicis in partnership with Shane Whelan of PROjekt, who has worked with Bulmers on its advertising for almost 20 years, the campaign focuses on savouring the Bulmers moment and “the meticulous crafting of the product in a world that is defined by a fast-paced tempo”.
The TV ad was directed by Irish filmmaker and writer, Aoife McArdle, who is known for her work on music videos, including for U2.
“This new campaign is a return to our roots and to the time it takes to craft an original,” said Bulmers marketing manager, Belinda Kelly. “Time has always been a distinctive and defining quality of the Bulmers brand and its authenticity and Irishness are central to its wide appeal.
“The new campaign is a homage to the time it takes to get things just right – and not a moment too soon.”
The extensive outdoor campaign was planned by Vizeum and PML and is running on 48 Sheets, 96 Sheets, Golden Square, Adshel, T-Sides, Dart Commuter Cards, Luas Straplines and Orbscreen.