Bulmers cider has released two new flavours – Bulmers Bold Black Cherry cider and Bulmers Pressed Red Grape cider – a move that will see the brand compete against a plethora of fruity flavours in the flavoured cider market which continues to grow in the UK at a rapid rate.
Cider, seemingly the new in-thing, has rapidly replaced the alcopop with the apple-based drink a popular alternative to beers which younger drinkers are finding too heavy and lacking in appeal. It is also increasingly a favourable alternative for women drinkers and its popularity with male and female drinkers makes it a good choice for couples or mixed drinking occasions.
To kick off the promotion of its new flavoured ciders, Bulmers has turned to Twitter to market its new drinks, contacting key members of the Twitter community who have a large following and strong social influence to sample the drinks and share their experience. Facebook fans won’t be left out of the tasting sessions, as a new Bulmers ‘Try It First’ app has been created, which allows people to put themselves forward to stand a chance of being one of the first people to try one of the new flavours.
Michael Gillane, Brands Director at Bulmers cider, said: “Our social media communities are made up of some of our most loyal fans. We always look to reward them whenever we can and We Are Social’s campaign does exactly this.
“For us, social media is the ideal platform to talk about a new product – it allows us to listen and respond to the feedback of our most engaged fanbase on an immediate basis – it’s a hugely significant evolution in new product launches.”
As part of the initiative Bulmers cider will be giving away a great prize for the next two weeks. People who follow Bulmers social media exploits can get their hands on a case of one of their favourite flavours as part of the campaign if they interact with the brand online and share photos of themselves enjoying the new flavours. Ten winners will be picked for each of the two weeks.
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