Bulmers Zero Zero Celebrates the Best of Both Worlds in New Campaign

Bulmers, Ireland's beloved cider brand, in partnership with creative agency Boys + Girls is offering a refreshing take on the zero alcohol market with their insightful new Bulmers Zero Zero campaign.

Using the 'It's Our Time' creative platform, the campaign heroes spending time with friends while making the most of the next day too! The campaign targets Bulmers drinkers who want to cut back on alcohol but not on quality time with friends, acknowledging that socialising remains the dominant motivation for the core 25-34 demographic.

"While most zero alcohol brands speak to tasting the same as real beer, or missing out on alcohol in a negative way, Bulmers refreshingly are leaning into the culture around zero zero," said Jake O'Driscoll, creative director at Boys + Girls "Some people have their few pints and then switch to zero to make the most of the next day - our creative approach was to reflect the positives of the product and how it allows us to make the most of our time. "

The campaign line ‘Tonight’s Zero. Tomorrow’s Hero.’ speaks honestly to how and more importantly why people drink Bulmers 0.0% or other zero alcohol products. The campaign insight is clear: With Bulmers 0.0%, there is zero compromise - you can have the best of both worlds. Meet friends at the local and still get up early for that Saturday gym session.

Jane Parlon, group director brand marketing at C&C Group commented, "It's no secret that the no/low category now represents one of the fastest-growing segments in global beverages. Moderation isn't just a trend, it's a positive cultural shift. With the global market projected to reach $20 billion in 2025, no/low offerings are essential for staying relevant."

In these executions, Bulmers hero the refreshing time spent with friends drinking delicious 0.0% Bulmers, plus the social refreshment of making the most of the next day. The advertisements show the meeting moment in the evening and then what people enjoy the next morning, finishing on the campaign key visual endframe and endline. The campaign is running across OOH, radio, social and VOD channels. The product is now available nationwide at major offices, pubs, and restaurants.