With the all-important summer months for the Irish cider industry now underway, Boys+Girls have rolled out a new campaign for Bulmers’ new zero alcohol cider.
The campaign is running across OOH, radio, social and VOD channels.
Using the brand’s existing “It’s Our Time” creative platform, the campaign targets Bulmers drinkers who “want to cut back on alcohol but not on quality time with friends.”
“While most zero alcohol brands speak to tasting the same as real beer, or missing out on aalcohol in a negative way, Bulmers refreshingly are leaning into the culture around zero zero,” says Jake O’Driscoll, creative director at Boys + Girls.
“Some people have their few pints and then switch to zero to make the most of the next day – our creative approach was to reflect the positives of the product and how it allows us to make the most of our time. ”
Jane Parlon, group birector brand marketing at C&C Group adds: “It’s no secret that the no/low category now represents one of the fastest-growing segments in global beverages. Moderation isn’t just a trend, it’s a positive cultural shift. With the global market projected to reach $20 billion in 2025, no/low offerings are essential for staying relevant.”
Credits
Agency: Boys + Girls:
Chief Creative Officer – Rory Hamilton
Creative Director – Jake O’Driscoll
Senior Copywriter – Niamh Ryan
Art Director – Conor Marron
Design – Maxi McDonnell
Finished Art – Simon Ross
Executive Strategy Director – Margaret Gilsenan
Strategic Planning Director – Tara Finnegan
Head of Production – Derek Doyle
Producer – Sinéad Farrelly
Executive Relationship Director – Caroline Keogh
Account Manager – Sára Benkő
Account Executive – Clara Frias
Junior Designer: Ruby Valdez
Production:
North Harbour Productions
Photographer/DOP – Christopher Heaney
Editor – Andy Keil
Sound Designer – Andy Kirwan
Client: Bulmers, part of C&C
Group Director Brand Marketing: Jane Parlon
Senior Brand Manager: Siobhan Casey
Junior Brand Manager for Bulmers & Magners: Amanda Faherty
