Bulmers has launched an outdoor, online and print campaign that celebrates the cider brand’s British heritage.
Shot in the streets of East London by photographer Ollie Grove, the campaign tries to capture the “street smart British attitude”, according to Clive Coleman, GM for Cider at Carlton and United Breweries.
“Bulmers is all about celebrating doing your own thing and we wanted to capture this,” said Coleman.
The campaign will be supported by an experiential push. Bulmers is the official cider of Laneway Festival and will be setting up an ‘Brick Lane’ style bar that brings to life the new campaign at Laneway in Sydney and Melbourne.
The bar, which will be kitted out with a record store and a badge factory, will hit Sydney this Saturday, 2 February and Melbourne this Sunday, 3 February.
The agency behind the campaign was Clemenger BBDO Melbourne.