Heineken UK has appointed BEcause to help launch Bulmers Summer Blend which will include a sampling campaign and money off coupons.

Summer Blend is the first in a series of ‘Limited Edition’ ciders to be unveiled by the company and the appointment forms part of a greater remit BEcause has held for the Cider Festival for the past few years.

BEcause is staging two bursts of in-store sampling activity at selected Sainsbury’s and Morrison’s stores. BEcause Brand Ambassadors will chat to consumers in the drinks aisles of each store and offer them a complimentary taste of Bulmers Summer Blend.

Consumers will also be able to try Bulmers Original, Bulmers Pear, Jacques Fruit des Bois and Jacques Orchard Fruits. Triallists will then be given two 50p money-off coupons that they can redeem against purchases in-store. The first wave of activity began in mid May and will last for four weeks. A second phase of activity is planned for September.

Alongside the in-store activity, the brand is being promoted via four weeks of heavyweight outdoor advertising in June.

Sharon Richey, managing director, BEcause says: “In recent years the British passion for cider in the summer months has got stronger and stronger. This campaign is carefully timed to capitalise on this key trading period. Getting people to try something new close to the point of purchase and driving conversion through conversation, is one of the most effective ways to launch new brands like this.”