Bulmers says it has a duty to “revitalise” the apple cider category as a market leader and wants to be a “lighthouse brand” for the drink as it launches a new campaign today (29 June).

Heineken‘s cider director, Emma Sherwood-Smith, says: “We absolutely see it as our role as a market leader and to be the lighthouse brand for bottled apple cider.”

Bottled apple cider sales have been declining in recent years, but Bulmers is launching a new TV campaign, it’s first since 2014, to push a new recipe for its original apple cider drink. Partnering with Channel 4, the campaign was developed through 4Sales’ creative arm PL4Y in collaboration with The Outfit and focuses on the diversity if Britain.

The 60-second spot features drag queens competing in a tug o’war and bhangra-dancing curry chefs at a summer fayre. There are also three 30-second ads, with the campaign supported through social media activity.

The positioning came about after Bulmers’ agency Edelman researched what it means to be British and came up with the insight that variety is what makes culture.