A huge hit to the drinks industry, Covid left many brands facing periods of instability but the Bulmers brand used this as an opportunity to excite their existing consumers, recruit a new cohort of consumers and to further develop their relationships with on-trade accounts and drive further footfall through their key accounts’ doors.
The key objectives for the brand in 2022 were to
Our creative response was to play into one of the Bulmers brand’s biggest assets – its beautiful orchard nestled in the countryside of Clonmel, Co. Tipperary. We created a bespoke one-of-a-kind experience within the orchard for winners of an on-trade competition inclusive of live music, branded and educational experiences and, most importantly, an overnight stay filled with surprise and delight under the very apple trees the renowned Bulmers cider is made from. Over 200 attendees were entertained by acts such as 1000 Beasts, Gavin James and DJ Marcus O’Laoire and treated to secret surprises like the orchard Seanchaí and surprise firebreather. A truly unique night.
Attendees were provided the chance to win their place at Bulmers Secret Orchard by entering through a selected on-trade account. 200 winners along with three friends won an overnight stay in the Bulmers Orchard where they were provided with delicious food from Pitt Bros, a bar filled with the Bulmers portfolio (and 0.0% for those who don’t drink) and endless entertainment and surprises. The Neon team were tasked with creating the entire experience inclusive of the creative builds and booking of the bands.
Following the successful event in Clonmel, the Secret Orchard moniker has assisted the Bulmers brand in demonstrating brand relevance in more high-energy occasions outside of typical ‘beer garden’ moments. It allows the Bulmers brand to expand and utilise the Secret Orchard events moving forward to drive trial of both Bulmers draught and bottles in high-tempo occasions and to amplify the brand in the on and off-trade.
“The Bulmers Secret Orchard would not have been possible without the brilliant team at Neon! The brief to Neon was to create an experiential platform for the brand that would help drive footfall into the trade and help both customers and consumers alike to enjoy time well spent with friends in the magical Bulmers Orchards. Neon took on this challenge and delivered above and beyond expectations. Not only did they manage every aspect of delivery to the highest standards, they also created an adaptable brand experience and reusable production kit which will allow us to activate in the future in a more cost-effective and sustainable way. The expertise and experience of the team at Neon gave me great peace of mind that every aspect of the event would be delivered to the highest standard.”
Karl Donnelly, Marketing Director Bulmers Ireland