Bulmers launches ‘Best over ice’ on-premises campaign via Clemenger BBDO, Melbourne
Bulmers has launched a creative campaign to educate cider drinkers of the ideal way to enjoy the refreshing taste of Bulmers cider – Best Over Ice – in the distinctly charming and witty, tongue in cheek Bulmers way.
The targeted on-premise campaign, created by Clemenger BBDO Melbourne, consists of point of sale collateral including posters, coasters, bar mats and wobblers which feature comedic lines themed around ice.
Both Bulmers Original and Bulmers Pear feature in the campaign which includes one-liners such as “The greatest thing on ice since Chazz Michael Michaels” and “Ice hasn’t caused an impact like this since the Titanic”.
The on-location artwork was shot in two of Melbourne’s iconic pubs, The Union Hotel and The Napier in Fitzroy with an ice sculptor on set throughout the shoot.
The campaign collateral will roll out in selected venues nationally.
26 Comments
Oh dear this is very poor work
But if you thawed Walt Disney, wouldn’t you just have a lot of water? Oh, and a dead guy?
Great work, lads.
Walt was never frozen or preserved. A three second google search will tell you that.
I don’t drink Bulmers with ice – it only waters down the flavour. Plus it’s usually served on tap, so it’s cold already. And I have sensitive teeth, so ice definitely is a sore point for me. I think it’s because hereditarily my parents had bad teeth and gums, so I’m definitely prone to oral problems. It’s so annoying, because it’s not just Bulmers but anything cold! Like this one time I bit into an ice-cream and it hurt my teeth so much I dropped the ice-cream having only had a bit of it. Anyone else have sensitive teeth?
Oh yeah, and this ad is shit. Selling Bulmers by saying it’s “the greatest thing on ice”? Have you seen Disney on Ice? That shit is off the hook! I reckon bars will end up flogging more ice than Bulmers because of this campaign.
Mmmm … Walt-flavoured cider.
Good lines, but possibly a flawed premise. What next – beer on ice???
But they’re not good lines.
I was drinking cider like 4 years ago.
Anyway, it’s a cool and drink that really deserves cooler ads than this…
2:29.
Not a flawed premise at all.
Cider is to be drank on ice. It is not beer. Fear not. Call off the dogs.
Magners revolutionised drinking cider in the UK a while ago by adding ice to distinguish itself from rival brand Strongbow – stereotypically associated with drunk chavs in housing commissions over there. It really took off there – Bulmer’s followed suit. Huffy’s right re: drinking Bulmer’s from the tap, people in Oz don’t usually add ice to drinks other than ones with mixers. They also like drinking super cold beer with a reasonable head rather than flat warm beer.
Not sure how this will take off given different drinking practices alone.
Nice copywriting though.
…Not that nice.
The line could do with some punctuation after ‘Quick’.
@Gareth 3:40
No, not all Cider is to be had over ice. Just the crap, mass produced ones. The ice helps cover up the average taste. Like in the case of Bulmer’s.
well your fucking up and truthfully i’ve had enough
ZZZZZZzzzzzzzzzzzzzzzzzzzz!
All this talk about punctuation is putting me in a comma.
Yes, let’s bring it to a full stop.
I look forward to seeing where this is leading.
Those who don’t like these lines must be smoking crackies (of ice). They’re funny, memorable and make just the right kind of headline-driven campaign every writer should have in their book. Lets not forget that the average Coogi-cardi-wearing cider-supping wayfarer would have a laff, too.
@Bill: I think we have very different views on what’s funny. You should probably quit while you’re ahead.
My teeth still hurt!
You clearly have no clue as to what you are talking about. If you ever tasted true scrumpy direct from the farmers in Somerset made nothing but naturally you would realise that it is the most revolting and piss weak tasting stuff ( though fucking strong) you would have ever ever wished to taste. Though at 50p a gallon it was good to get pissed on as a teenager.
Oh yes and I’m pretty sure cryogenics uses liquid Nitrogen and not ice.
Shouldn’t we ask Joan Kerner to adjudicate?
Everyone needs to chill out.
bill above board wtf you must work for clems.
This ad is not just pisss weak, it’s a copy of magners strategy.
The lines are not funny, most Australians have an IQ of 33 in Melbourne even lower, they wont know who Walt Disney is, they wont know what caused the titanic to sink, and they probably wont even know how to ask for a drink that’s not abbreviated.
I cant believe this utter crap is littering CB in 2011 a complete joke.(a very unfunny one)
Dude, you need to relax. This job is getting to you.
macca… sorry who are you?
not that i would want to know you because you come across as a bitter, grumpy old fart.
god do you know how hard it is to be funny in advertising? without having nob head macca over here criticising every man and his dog under the sun.
I think the advertisement is witty and original.. and i like it.
go back to wherever your from macca.. us Melbournian’s dont want you here!!!