Heineken has relaunched Bulmers Original with a new recipe, mounting a TV campaign in efforts to revitalise the cider’s flagging sales.
The supplier has cut out artificial sweeteners, colours and flavourings in favour of “natural sweetness only from apples”. The new “refined, natural recipe” would tap shoppers “who are looking to lead healthier lifestyles, live better and monitor what they eat and drink” said Heineken.
Meanwhile, a push with comedian Jessica Knappett has rolled out on Channel 4. It consists of one 60-second spot and three 30-second spots, seeing Knappett “get under the skin of the wonderful characters that fuel Britain’s sense of togetherness”.
“For Bulmers, a cider that has 130 years of cidermaking experience behind it, the Channel 4 cam-paign reinforces its British credentials - thousands of acres of orchards in Herefordshire growing ap-ple varieties that we’ve cultivated together with our growers,” said Heineken cider director Emma Sherwood-Smith. “It’s this sense of togetherness, from our growers to our cidermakers, through to the people who enjoy a bottle, that fuels Bulmers’ distinctive point of view that it takes all sorts to make Britain great.”
The overhaul comes as Bulmers sales have dropped significantly over the past two years in the face of pressure from premium rivals and delistings in the mults. Its value has dropped by more than a third (36.1%) to £34.6m [Nielsen 52 w/e 21 April 2018].