Frame has launched its first work for Bulmers Original since winning the account in August.
The cider brand – which is owned by Scottish & Newcastle – was relaunched in new packaging earlier this year in a bid to compete with rival brand Magners.
The posters – which are aimed at a trade audience – will run outdoor in London, Edinburgh and Glasgow and show a. glass of Bulmers Original served over ice.
Scottish & Newcastle has been looking to to challenge Magners for some time. Last year it launched Sirrus, an offshoot brand from Strongbow, emulating Magners’ distinctive ‘over ice’ presentation.
Ironically, Magners is sold under the name of Bulmers in its native Republic of Ireland as Magners’ owner C&C, owns the rights to the Bulmers’ brand. S&N own them in the UK.
Frame is expected to launch a bigger TV consumer campaign for the brand later this year.