The C&C-owned cider brand Bulmers has launched a new campaign called “The Drum” to support its new brand idea “When Time Bears Fruit”.
Created by Goosebump, the film will run on digital channels, OOH and social. It will also run in the UK under the Magners brand.
According to Sarah Love, managing director of Goosebump: “This is a big moment for us as an agency, but much more importantly, it’s a big moment for the brand. Yes, a return to a familiar Bulmers theme, but completely reimagined and given a new energy and tagline. ‘When Time Bears Fruit’ is about Bulmers rediscovering what makes it great. What makes it unique. Celebrating the craft and tradition in the brand while expressing itself with the confidence of a brand leader.”
Karl Donnelly, Bulmers marketing director adds: “This is the beginning of an exciting new chapter for the brand. “We all know these are particularly challenging times for the drinks and hospitality industry, there is a huge amount of uncertainty. But some things we can be sure of. One of those things is what makes for great marketing communications; delve deep into the soul of the brand. Find a product truth that is unique and motivating. Express that truth in a fresh and exciting way. That’s what we’ve done”.
“Bulmers is still the benchmark for cider and time is still what makes it great. The craft since 1935, the cycle of growth in the Orchard and 18 months fermentation. ‘When Time Bears Fruit’ is a beautiful expression of all of that. And more than that, it expresses how all that time delivers an epic, effervescent moment of pure refreshment, in a way that could only be Bulmers. We’re proud, we’re excited and we’re grateful to our agency partners; Goosebump, Vizeum and Teneo.”
Goosebump Creative Partners Mark Nutley and Pat Hamill worked with Cashmere Media’s Conor Maloney and composer and sound designer Denis Kilty to produce the film. Mark Nutley described its creation as, “The joy of pushing yourself to produce something that is worthy of the brand’s great advertising heritage. It can be quite daunting. But ‘When Time Bears Fruit’ is a platform I’m extremely proud of. And this is just the beginning”. Pat Hamill described it as, “Putting the heart and soul back into one of Ireland’s greatest brands”.
Credits:
Advertiser: Bulmers Ireland
Bulmers Marketing Director: Karl Donnelly
Bulmers Brand Manager: Jeff Brennan
Bulmers Brand Manager (Digital and Sponsorship): Ruth Elliott
Agency: Goosebump
Managing Director: Sarah Love
Account Director: Alana Dwyer
Senior Account Manager: James Shearer
Account Executive: Anna Lawlor
Creative Partners: Mark Nutley and Pat Hamill
Agency Producer: Dave Brady
Social Team: Philip McCutcheon & Nichola Henry
Digital Design: Sarah Egan
Graphic Design: Ronan Dempsey
Music and Sound Design: Denis Kilty
Production Company: Cashmere Media
Director: Conor Maloney
Producer: Tony Callaly
Director of Photography: Ivan McCullough
Drummer: Karen Marie Millar
Post House: Raygun
Editor: Conor Maloney
Voice Over: Peter Coonan
V.O. Recording: Number 4
