It debuts tomorrow.
McDreamy and Bulmers: The Ad.
As if you didn’t know. This is no normal ad.
Certainly not to the trendoids at Motiveworks:
The recession has created an opportunity to engage consumers at another level with there being a heightened sensitivity to national issues. Bulmers have capitalised on this growing patriotic sentiment with their new campaign oriented around the concept of ‘doing our bit.’ This also plays on the brand’s focus on heritage and Irish craftsmanship. This is evident with the brand’s decision to bring David McWilliams on board as part of their new campaign.
In attempting to secure the Irish market, Bulmers are establishing ‘being Irish’ as their USP, arguing that Bulmers should be the rational and emotional choice for Irish consumers. With major brands attempting to internationalise the cider market, for example, Heineken with Strongbow, and AB InBev with Stella Cidre, there is potential for Bulmers to follow suit. Securing the Irish market will enable Bulmers to compete at an international level. Although they have left the success of the Magners League behind them, it is clear that Bulmers have their sights set beyond Ireland and Europe.
To be fair.
David was one the few economists who warned about the powerful crash that comes the morning after a cider blowout.
The Emotional And The Rational In The Planning Of New Bulmers Ad (Motiveworks)