A new ad campaign will target younger drinkers...
Bulmers is set to abandon all talk of "time" in its advertising, as the cider's owner C&C moves from the traditional to appeal to a "more modern and relevant" market.
A €10 million marketing investment will launch with the airing of a new, "edgier" television ad on St Patrick's Day.
The financial push is double the amount pumped into promoting the Irish brand last year.
The ad is the work of Lucky Generals, the London creative agency behind Paddy Power promotions, and will be a humorous attempt to portray a youthful house party scene, wrapping up with the new tagline "100% Irish cider".
It means previous tags such as "Time Dedicated to You" and the recent "This Is Our Time" will be left behind.
Speaking to The Irish Times, Bulmers marketing director Belinda Kelly said:
"This is Bulmers moving on, definitely.
"We feel we have spoken enough about time.
"Bulmers has always been more about evolution, and a tweaking of the brand. The brief this time was to do something revolutionary."
Along with the fresh advertising – which will include digital campaigns and festival sponsorship – the Bulmers packaging will be getting a makeover, with a cleaner label design and lighter copper colouring.
C&C launched "sister brand" Outcider earlier this month, a beverage positioned as being a sweeter alternative to its "big brother" and aimed at "street smart" people. Its label artwork comes courtesy of Dublin graffiti artist James Earley.
Last week, the company warned that its profits are likely to fall in 2017 as it deals with the impact of Brexit.
C&C forecast profits of between €94m and €96m for the year – falling from €103.2m last year, and €115m the year before that.
The announcement led to an 8% drop in its share price.
Nevertheless, C&C described the performance of its Bulmers, Magners and Tennent’s brands as "resilient".
Bulmers expects to post volume growth of 3% for the full year – despite draught sales falling, pint bottles and longnecks have not only covered that shortfall but provided growth.