Poster ads for Bulmers Pear
Scottish & Newcastle UK is launching a £1 million outdoor ad campaign for Bulmers Pear, which was released in November.
The ads will appear on more than 6,000 six-sheet poster sites around the country, in the first above-the-line campaign for the brand.
Off-trade customer marketing head Carol Saunders said: “The introduction of Bulmers Pear Cider has enabled retailers to capitalise on the growing consumer interest in pear cider by bringing something new and different to the sector.
“The Bulmers brand equity will benefit from a £20 million marketing support programme this year as we build on the extraordinary success that Bulmers Original enjoyed in 2007 with a heavyweight investment that encompasses TV, outdoor and press advertising and consumer sampling.”