Bulmers beer has account in review with AAR

Steve’s breakdown: Bulmers is reviewing its $4.7 million advertising account as it aims to strengthen its positioning against rivals such as Magners.

AMSTERDAM, Holland: St Luke’s is the incumbent on the Heineken-owned cider brand, which is inviting agencies to compete for the business in a pitch process handled by AAR.

The agency, which also handles Heineken’s Strongbow cider, picked up the Bulmers account in February 2010 after a pitch against the previous incumbent, the Glasgow-based shop Frame.

Since then, Bulmers has launched an integrated campaign featuring the musician Plan B to support its No17 variant.

St Luke’s also created a TV spot, “summer HQ”, backed by a mobile phone app that directed consumers to the nearest pub with a garden, and launched a new website and Facebook fan page.

Heineken took ownership of Bulmers and Strongbow after buying Scottish & Newcastle in 2008.

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