In our weekly round up series, we’re taking a look at Bulmers’ #LiveColourful campaign.
The British cider brand, owned by H.P. Bulmer, is a leading premium product in the UK market.
The company has a heritage dating back to 1887, though in recent years the core product line has expanded to include a wider variety of flavours and (as you’ll soon see) colours.
The #LiveColourful campaign celebrates the variety of flavours that Bulmers offers.
It continues to align the brand with a social, urban, not-too-young audience, inviting them to spread colour throughout their night lives.
A blend of digital content, multimedia advertisements, and a socially-led competition on Twitter and Instagram is bringing Bulmers to the forefront of British summertime.
People are invited to share their most colourful pictures with the brand through social, while specially branded packages feature flash-activated “WIN” labels that – when uploaded – qualify the user to win one of 5,000 pairs of colourful converse trainers.
There has even been an experiential element to the campaign. The Black & White bar popped up in London, where only the beverages and the patrons provided the splashes of colour to an otherwise unorthodox setting.
— Bulmers Cider (@bulmerscider) July 9, 2015
The hashtag #LiveColourful has already racked up over 7,000 mentions on Instagram – the photography-focussed platform is proving popular with Bulmers target audience. On social in general, there have been thousands of mentions around the campaign, with an overwhelmingly positive sentiment: Two of the greatest peaks in mentions have occurred on Mondays, belaying the assumption that the product is enjoyed exclusively on nights out/weekends:
The campaign features videos (above and top), as well as brightly-coloured, branded content across Facebook, Twitter and Instagram.
Making the most of Facebook’s native video products, Bulmers have shared several summery videos featuring their colourful range.
— Bulmers Cider (@bulmerscider) June 29, 2015
Alcohol brands tread a tricky line, especially when it comes to social.
Advertising laws are strict, so it’s always a case of making the product accessible and fun without breaking the rules and giving yourself a bad reputation.
Bulmers have focused on a product feature that is (for all intents and purposes) irrelevant to the product benefits – namely, that you can enjoy the taste whether it’s a colourful liquid or not.
#LiveColourful has the lifestyle angle that alcohol brands like to position themselves close to; enjoy yourself (responsibly) and enjoy the things we do.
An easy-to-engage, socially-led campaign, #LiveColourful brings out the best of British – both the summery excitement and the crisp cider that goes well with sunshine.
Over To You
What do you think? Have you spotted a clever campaign?