Bulmers 90th Birthday

Challenge

Celebrate 90 years of Bulmers in a way that honoured heritage but felt current, strengthening cultural relevance and bringing new drinkers in.

Insight

Only 29 percent of Irish adults regularly celebrate their own achievements. Modesty keeps everyday wins small, even when they matter most.

Idea

Turn Bulmers into the brand that backs everyday wins. A limited edition O'Neills jersey became the cultural hook, supported by national research on celebration, multi-generational Bulmers voices in the media, and a press drop designed to take over the social feed.

Impact

• Earned press drops generated nearly 2 million social impressions.

• 14 pieces of media coverage, reaching 600,000  people.

• Strong commercial impact