TBWA beats AMV to secure pounds 3m account for new Bulmers brand

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.

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.’