With Dessie, Tom and Liam, the likeable heroes of the Bulmers Cider ads, now eking out a living in the great orchard in the sky, Bulmers is set to debut its new TV ad this weekend. This is the first ad made for both the Irish and UK markets that is created by the UK agency, the Red Brick Road.
According to Bulmers, the change in creative direction still pays homage to the brand’s “respect for and appreciation of ‘time’, which has, for many years, been associated with Ireland’s favourite cider brand. However, for 2013 the focus is firmly on the here and now; enjoying and appreciating the good times and the great moments that could otherwise pass us by.”
The new 40 second ad, which is called “Now is a Good Time”, is set in a series of locations and follows the wanderings of a mysterious sage-like character, played by Irish actor, Francis Magee, who delivers an ode to the ‘here and now’. Wherever he goes, day or night, he initiates good times, adding a little sparkle and magic to the lives of those with whom he comes into contact.
Earlier this year, Adworld.ie revealed that the creative brief for brand’s TV ads had moved from Havas Ireland to the Red Brick Road in the UK. Havas, formerly Young Euro RSCG, had developed numerous award-winning campaigns for Bulmers down through the years. For its part the Red Brick Road has been handling the creative for Magners in the UK, which is also owned by C&C.
Nicola O’Connell, Bulmers’ marketing manager said, “Our 2013 campaign is all based on insight with consumers who continue to remain optimistic and resilient even in the face of a challenging economic backdrop.
“Everyone agrees things are tougher, but we should try to appreciate life’s great moments, because they do exist and usually involve friends and family and the spirit of Irish sociability. We love this attitude and for us, good times with friends is a perfect bedrock for the Bulmers brand.”
The TV campaign will be followed with outdoor and digital and supported by a full PR and social media programme as well as in-trade activity.