CAS BULMERS
BULMERS
MEDIA SELECTION
Actual situation :
Key advertising objectives in repositioning * Challenge the existing consumer perceptions of cider * Adress the need to communicate the Bulmers product values * Reassure beer and lager consumer of the Bulmers product values and benefits
Key media objectives in repositioning * Deliver the Bulmers message in as compelling and innovative a manner as possible * Challenge consumer beliefs in cider advertising by constantly surprising consumers <ith the brands presence in unexpected media * Develop a year-round advertising presence for the brand in order to help ‘de-seasonalise’ sales * Create omnipresence in relevant media in order to achieve cut-through and recall
Using media in repositioning
Television
Television was chosen as the lead medium for the repositioning of Bulmers. The initial buying strategy was aimed at opinion leaders among TV viewers. Programmes such as ‘The Late Late Show’, ‘Six One News’ and ‘Primetime’ were selected among the type of shows where consumers would not expect to see a Bulmers advertisement. Hence, this type of programming was important to the brand.
Bulmers made a heavy investment in ensuring that the “first class ticket” that the brand aspired to included the kind of people who we wanted to see these commercials. Our expenditure on television has consistently seen the brand in the top three beer
Secondary to the strategy have been sporting programmes. Bulmers identified several key sports, which would fit the brand’s new persona – golf, soccer, GAA and rugby. (Golf and rugby being particularly important when the age and social profile of typical consumers is taken into consideration.) Bulmers developed special TV executions, which related specifically to these sporting events. With an aggressive media strategy for targeting these programmes, the Bulmers advertising message became much more relevant in the eyes of consumers. Press played an