Cider is the fastest growing alcohol category in Australia and well known Bulmers has introduced the first ginger cider in Australia.
Bulmers has introduced its new ginger cider with an elaborate and creative social media promotion.
Bulmers are using Facebook to promote the new product. Created by Liquid Ideas, the tag line of the campaign is ‘Proud to be Ginger,’ which will end with a Sydney ‘Ginger Party’.
Bulmers have created on their Facebook a page, a competition for people to go in the draw to win tickets to the Ginger Party by describing which ginger they would take as their date.
According to the Marketing Magazine online, the Facebook page has a tongue-in-cheek tone and it could potentially fall prey to the Advertising Standards Board’s recent ruling that fan comments on Facebook pages that are effectively ads and need to be monitored by the brand.
Bulmers has promised to monitor the page closely and have created standards for comments to help relieve any potential issues.
Overall, as small business marketing consultants we believe Bulmers has created a brand new product to introduce in the Australian market and have chosen a clever way to market the product with the appropriate target market.
Facebook allows a product to infiltrate within a mostly young and ‘hip’ market to help create the much needed hype.