The Bulmers Way 

This case study describes a mobile campaign in the UK by Bulmers, the cider brand owned by Heineken, which emphasised quality.

The Bulmers Way

Agency Space

Background

The Modern Cider category was growing but becoming increasingly competitive through the introduction of new brands, and particularly with the advent of new flavours into the category.

In 2012, Bulmers needed to maintain their current volume to increase their market share across the whole range. In the on-trade this needed to succeed through increasing penetration and frequency of purchase, whilst in the off-trade it needed to secure more shoppers, and ensure existing drinkers purchased more.

Brand tracking scores in 'quality' measures were showing that Bulmers was behind key competitors and research tracking established that...

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