TBWA GGT Simons Palmer has picked up the pounds 3 million
pan-European account for a new Bulmers cider brand after a pitch against
rival roster agency Abbott Mead Vickers BBDO.
The agency will be asked to develop a strategy for leading the European
cider market away from local ’pomagne’ brews that are drunk as a cheap
alternative to wine. Bulmers has had some success selling Strongbow in
Anglo-Irish theme bars across the Continent but attempts at a European
launch of Woodpecker have foundered in the past five years.
The new brand may be an extension of either drinks line or could involve
the launch of a new cider.
The project will be handled by TBWA in London, with the Paris-based
BDDP@TBWA co-ordinating European activity. The new brand is scheduled
for an above-the-line launch in France, Germany and Spain early next
year, with plans for a later roll-out in Belgium, Italy, Scandinavia,
the Netherlands and Luxembourg. Local media agencies will be appointed
to the account at a later date.
The win sees TBWA consolidate its position on the Bulmers roster, which
had come under some threat after AMV grabbed the Woodpecker cider
business last September. TBWA already handles Bulmers’ Scrumpy Jack and
Strongbow brands in the UK, with the agency’s Johnny Vaughan-fronted
’live to loaf’ campaign contributing to a 10 per cent rise in Strongbow
sales last year.
’TBWA has clearly demonstrated its credentials by the success of its
creative work for Strongbow,’ Andy Porter, Bulmers’ international
marketing director, said of the appointment. ’This, coupled with its
understanding of the European drinks category, made it an obvious choice
for the account.’