HP Bulmer is to unveil a revamped version of its Woodpecker cider later this year, with new packaging and brand identity by Webb Scarlett.
While Bulmer prepares to relaunch and reposition Woodpecker, the company is also understood to be reviewing premium brand Scrumpy Jack. Webb Scarlett is believed to be conducting a brand review.
Both Bulmer and Webb Scarlett deny that Scrumpy Jack is next in line for relaunch. A Bulmer spokesman says, “We are continually looking at all our brands.” However, Webb Scarlett has been confirmed as the brand guardian for the drink.
Bulmer appears to be in the throes of a major identity overhaul for most – if not all – of its main brands.
Strongbow was relaunched with new livery by Ziggurat Brand Consultants nearly two years ago; Red Stripe got its new look in October 2000; San Miguel has been repackaged by FLB and will launch at the end of April (DW 23 March); and Amstel’s new look will roll out in the next four or five weeks, says brand manager Fenella Tyler.
No timescale has been given for completion of design work for Woodpecker. The spokesman says that it is underway.
“Webb Scarlett is looking at the brand identity and packaging in particular. Whether or not it will be rebranded depends on the outcome of the review,” he comments.
Poulter Partners was last month appointed to handle the below-the-line activity for Woodpecker, focusing on point-of-sale and promotional activity.
Bulmer is to concentrate its marketing efforts in the drink’s northern heartland and is planning to launch a bottled version of the cider.