Hot brands to watch in 2016: Bulmers

Over the next two weeks we take a look at some of the hottest brands making waves on the experiential scene; first up is Bulmers.

Over 13,000 people interacted directly with Bulmers Colourena activation at festivals
Over 13,000 people interacted directly with Bulmers Colourena activation at festivals

The Heineken cider brand delivered a range of events as part of its Live Colourful campaign last year, including the Bulmers Colourena festival activation.

The colourful amphitheatre hosted DJ sets as well as activities such as paint fights, jelly wrestling and space hopper racing at events including the Isle of White festival and Kendal Calling.

"Over 13,000 people interacted directly with the Colourena at festivals including Isle of Wight, and activity reached over two million people on our social networks," recalls Emma Sherwood-Smith, brand director, cider, at Heineken.

She cites the brand’s LiveColourful Live music gig, which took place in London last October, as another highlight.

"[The event was] a unique collaboration between Lethal Bizzle, David Arnold and Sinead Harnett, fusing grime, orchestral and soul music," Sherwood-Smith recalls.

"For our consumers, they experienced something powerful – a live orchestra, in the fantastic surroundings of One Mayfair, overlaid with grime and soul. It really showed that life is richer when you embrace the new and diverse."

According to Sherwood-Smith, hundreds of people witnessed the performance and tens of thousands downloaded the collaborative track, which was available for free download via the Bulmers website. 

The brand also launched a colourless pop-up in east London last year. "We held a world first – the only ever totally black and white bar. It was like stepping into a modern day black and white movie," says Sherwood-Smith. 

She explains experiential enables the brand to reach its target audience. "Eighteen to 24-year olds consume media in very different ways to other demographics. We have to provide content that will appeal to these consumers and deliver it in a way that fits with their lives."

Sherwood Smith adds that the brand will continue to leverage experiential in 2016. "Following the huge success of our live events in 2015, experiential will play a key role for Bulmers over the next 12 months," she says. 

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