A couple of Bulmers key focuses this year were to broaden their current consumer age group target market and to push sales of draught cider. To achieve this, they worked with one of the best smaller festivals in Ireland, partnering up with Body & Soul festival. As well as showcasing their cider, hitting their target age demographic and championing draught cider, Bulmers also wanted to highlight their sustainability and environmental focus. With all these key elements in mind, we set out on designing the Main Stage Bar and Secret Garden Area of the 2022 Body & Soul Festival with Bulmers Irish Cider
We created a truly iconic bar build that resonated with this audience. With sustainability and a focus on the environment to be factored in from the start, we reused and repurposed materials from past builds.
By sourcing old build materials from past Bulmers events, reusing and improving them to create the Bulmers Secret Orchard and the Bulmers Main bar @ Body & Soul, we took the initial brief and created a truly iconic experience.
The Bulmers Secret Orchard in the Secret Garden area comprised of a stretch tent covered stage complete with pergola and amazing 2D3D trees, upcycled outdoor furniture and the centre piece, the main honey combe and apple blossom bar. All elements in this area were focused around the reuse and recycle mindset. We also created some new elements which will be used again in many future Bulmers events The send part of the build was the Main Stage bar build, again here we reused, upcycled and improved older builds and created a. stunning looking, functional main bar for the festival.
Around 6,000 people estimated to have attended the weekend and been exposed to the Bulmers Body & Soul Bar.
“Neon created an entire experience from stage, to bar at Body & Soul Festival for Bulmers in 2022. Bringing the activation platform they created ‘Bulmers Secret Orchard’ to life with a premium and sustainable approach ensuring high quality execution as well as cost efficiencies. Neon worked seamlessly with all other B&S suppliers and our own brand dispense teams from start to finish to create the bars & an area where consumers would want to spend time.”
Roisin Field, Marketing Manager Bulmers Ireland