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 while 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.’
Bulmers With A Light Twist
“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.
“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.”
The 360° campaign will also see the brand 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.'
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.