HP Bulmer is launching an on- and off-trade drive for its premium lager brand Red Stripe in the early summer.
It is linking with third parties, including fashion outlets, record stores and hairdressers, to promote the lager in style bars in major UK cities for on-trade.
Off-trade activity will comprise promotions and POS materials.
Bulmer has appointed PDP Momentum to the account, worth in excess of pounds 500,000, following a three-way pitch against Marketing Drive and Billington Cartmel.
Paul Jones, associate director of PDP Momentum, said the brand possesses enormous affinity with 30-somethings. 'Our aim is to build on this in the leading edge, opinion-forming market,' he commented.
Jamaican brewer Desmond & Geddes' lager brand Red Stripe is brewed under licence by Charles Wells and distributed by HP Bulmer in the UK.
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