Bulmers partnered with the Young Hot Guys podcast to introduce its seasonal cider range to engaged young adult listeners through a bespoke host-read activation. Hosts Shane Daniel Byrne, Killian Sundermann and Tony Cantwell took the script and gave it some of the comedic flair their podcast has become known for.
Bulmers wanted to promote its Summer Flavours range in a way that would resonate with younger audiences without disrupting the listening experience.
The challenge was to create an execution that felt authentic to the Young Hot Guys podcast, allowing the brand to become part of the conversation rather than an interruption.
Objectives
GrowthStory partnered Bulmers with Young Hot Guys to produce a bespoke host-read tailored to the podcast’s distinctive tone and audience.
Instead of following a scripted ad format, the hosts incorporated the campaign into their usual conversation, using humour and an ASMR-inspired segment to showcase the Summer Flavours range. The creative highlighted Strawberry & Lime and Berries while allowing the presenters’ personalities to lead the execution.
By giving the hosts creative freedom within the campaign framework, the integration felt like a genuine part of the episode, maintaining audience engagement while delivering the brand message.
The campaign demonstrated the value of trusting podcast creators to deliver brand messaging in a way that reflects their own style and audience expectations. By embracing the show’s humour and conversational format, Bulmers created an advertising moment that entertained listeners while increasing awareness of its Summer Flavours range.
The result was a host-read that blended seamlessly into the podcast, strengthening brand recall through an authentic and engaging listening experience.
