Bulmers launches ‘first of its kind’ on-pack promo

Heineken is adding more colour to summer this month with a ‘first of its kind’ on-pack promotion for Bulmers.

The brand is giving away 5,000 pairs of personalised high-top trainers in the campaign.

To find out if they’ve won, customers have to take a photo of their bottles. The word ‘win’ will appear on the photo, which then needs to be shared on Twitter, Facebook or Instagram with the #LiveColourful hashtag to claim the prize.

The activity will run for three months on six- and eight-packs as well as individual bottles. The campaign is supported by radio adverts and digital activity as well as PoS.

Emma Sherwood-Smith, cider director at Heineken, said the campaign puts Bulmers and consumers’ social channels at the heart of the activity.

“And this summer, we know our consumers will be snapping their bottles to see if they’ve won their customised high-tops,” she added.