Bulmers 90th Birthday
PRCA SPOTLIGHT AWARDS 2026
Winner — Best Consumer Campaign
Bulmers 90th Anniversary, by Jailbird Communications and Bulmers Ireland.
View the official winners list here
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
Explore more Jailbird campaigns here
Talk to Jailbird here
“We love Jailbird Communications' creative edge, and their knowledge of the media and influencer landscape is second to none.”
— Jane Parlon, Head of Brands and Innovations at Bulmers Ireland