Heineken boosts Bulmers' social status

By Jessica Mason

- Last updated on GMT

5,000 pairs of Converse trainers are available to win
5,000 pairs of Converse trainers are available to win

Related tags Photography Brand Bulmers

An on-pack promotion for Bulmers cider is set to see images of the brand being shared across social media this summer.

In what brand owner Heineken calls “bridging the gap between social media and on-pack promotions” consumers have to take a flash photo of their Bulmers bottle to see if their photo reveals whether they have won a prize. 

Consumers who see the word ‘win’ on the label of their Bulmers bottle when it is photographed then need to be share the image on Facebook, Twitter or Instagram alongside the hashtag #LiveColourful to claim a pair of personalised, colourful, Converse high-top trainers.

The promotion, which begins in June and will run for three months will span both the on- and off-trade on individual bottles of Bulmers as well as six and eight packs.

Emma Sherwood-Smith, cider director at Heineken said: “We are using a brand new win mechanic – one that’s unique to Bulmers and exciting for our consumers.  The innovative technology puts Bulmers and our consumers’ social channels at the heart of the activity. And this summer, we know our consumers will be snapping their bottles to see if they’ve won their customised high-tops.”

The campaign will be supported by Bulmers’ multi-million pound spend for the year - adverts will run across radio and digital, while licensees will be able to claim colourful POS for their pubs to drive visibility, awareness and trial.

Related topics Cider

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