Two new spots, through TBWA/London, replace the former Big Breakfast presenter with a cast of cheery blokes who go to extreme yet light-hearted lengths to work up a thirst for the cider to quench. The Vaughn campaign's strapline, "live to loaf", is also consigned to the scrapheap.
In the first, largely dialogue-free spot, a participant in the Pamplona bull run dresses entirely in red to ensure he will be forced to work up a thirst for Strongbow.
The second ad sees five friends, with the same aim, lying on a rubber dinghy only yards from the beach.
The decision to drop the "live to loaf ads was taken in May, despite Bulmers' management's repeated praise for the campaign's effect on sales.
Strongbow experienced a 30 per cent rise in sales year on year to January 2001.
The campaign was written by Carol Haig, art directed by Phil Martin and directed by Peter Cattaneo through Academy. Media is through MindShare.