Bulmers cider pushes ‘best over ice’ tag with cheeky one liners
Clemenger BBDO Melbourne has developed a new point of sale campaign for Carlton United Brewers aiming to educate drinkers that Bulmers Cider is best consumed over ice.
The work includes one-liners such as “Ice hasn’t caused an impact like this since the Titanic” and “Quick. Thaw Walt Disney. We’ve found a better use for the ice.”
The activity includes posters, coasters and bar mats to be placed in selected venues where the drink is sold.
Bulmers is made under licence in Australia by Carlton United Brewers.
The tweakers will love this.
They might be “cheeky”, but clever they aint
Ice bust?
Such a missed Mobile marketing opportunity I think…excellent call-to-action lead in.
Am I the only one that’s thinking of Withnail & I?
“Two large gins, two pints of cider. Ice in the cider.”
Nope, La Raconteuse, you’re not the only one. I was thinking just the same. Couldn’t find a way to shoe-horn the connection into the story though, sadly.
Cheers,
Robin – Mumbrella
but it ain’t real cider, just flavouring, lots and lots of sugar and colouring.. alcoholic flavoured water nice…
Humans going crazy over Ice? Maybe check the hospital emergency departments on a saturday night…not the smartest copy line.
The reason so many cider manufacturers recommend serving over ice is that they use quick-fermenting yeasts – these result in ‘off’ notes, which need to be disguised by serving the drink as cold as possible.
Seems a bit reminiscent of the nandos campaign, they even look similar.