Our Approach

Even during summer, switching Aussies from beer to cider is an exercise in getting them out of their comfort zones. So The Marketing Zoo developed an on premise sampling campaign encouraging these drinkers to ‘try something a little bit different’.

We recruited a team of dedicated fun loving Bulmers ambassadors that were social, approachable and passionate about the brand. These ambassadors approached our target in metropolitan centres up the eastern seaboard during Summer 2010/11.

Offering table service, these ambassadors were able to easily engage with patrons and encourage them to buy a round of Bulmers. Then they had the chance to play a customised ‘Cider Shuffle’ game to win a free Bulmers Pint.

If success can be measured by switching dyed in the wool Queenslanders from rum and coke to a session of Bulmers – we think it went pretty well.