Bulmers plans rustic summer sampling campaign

A marketing campaign for Bulmers cider will take the brand directly to the British public this summer.

Scottish & Newcastle is introducing an "apothecary-themed experience", which will centre around a sampling bar at a range of fixtures in the British summer calendar, including the Henley Regatta, Underbelly (part of the Edinburgh Festival Fringe), Cowes Week, and the Summer Sundae Weekender music festival.

The apothecary-styled experience has a rustic wooden exterior, but opens up to reveal a modern interior dedicated to cider and apples. Consumers can take part in a Bulmers apple shy, testing their throwing skills for a chance to win Apple iPod shuffles and iTune vouchers.

"We look forward to offering consumers the opportunity to chill out with a glass of Bulmers and, as we say in the ad campaign, 'squeeze the best out of the British summer'," said senior brand manager Fiona Kennie. "The apothecary concept and wildlife apple shy is a perfect way to communicate Bulmers rich cider heritage and product expertise."

The new marketing activity is aimed at Bulmers' target consumers of 25 to 35-year-old men.