Multi-million pound investment to drive cider brand
IRISH cider brand Magners is set to inject some extra energy into the cider sector for this summer with the introduction of its new brand campaign ‘That’s Magnertism”.
Set to launch on 2 May, the new campaign represents a significant seven-figure investment into the brand from owner C&C Group as the firm aims to drive up nationwide awareness for Magners and reignite consumer love for the brand.
The hero TV spot ‘Fizzy Feet’ shows “Magnertism” in action, says C&C, with the Irish cider brand being poured over ice accompanying a shot of a group of people’s feet who are dancing to convey the contagiously positive feeling that the first thirst-quenching gulp of Magners can bring.
Shot mostly at ‘foot-level’, C&C says the creative is a visual representation of the force and feeling that is ‘Magnertism’, capturing the unique energy of people and the moments they spend together.
The TV spot will also be further supported by outdoor advertising across the summer featuring the Magners brand being poured over ice in a glass. The campaign will run over the summer across TV, digital channels, outdoor as well as one social media to bring the brand to life across the on and off-trade.
Jane Parlon, director of brand marketing (cider) at C&C Group, said: “With summer almost here and temperatures set to rise this week, we are ready to bring Magnertism to life through a new integrated campaign, which will inject real excitement into the cider category.
“Magnertism isn’t about creating something new – it’s bottling and giving a name to a force and feeling that consumers are already so fond of.
“It is the unique and infectious energy that comes from Magners, and the power to draw the best out of people and moments spent together.
“These are our most ambitious plans in over a decade, and we are ready to work with our retail partners to bring some added fizz to the shelves.”
