Because creates brand experience for Bulmers cider

Heineken UK has selected brand experience agency Because to help launch Bulmers Summer Blend, the first in a series of 'Limited Edition' ciders.

Because is staging two bursts of in-store sampling activity at selected Sainsbury's and Morrisons stores.

Brand ambassadors from the agency will chat to consumers in the drinks aisle of each store and offer them a complimentary taste of Bulmers Summer Blend.

Cider-lovers will also be able to try Bulmers Original, Bulmers Pear, Jacques Fruit des Bois and Jacques Orchard Fruits.

Those who take part in the trial will them be given two GBP0.50 money-off coupons that they can redeem against purchases in store.

The first wave of activity began in May and will last for four weeks.

A second phase of activity is planned for September.

Alongside the in-store activity, the brand is being promoted via four weeks of heavyweight outdoor advertising in June.

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