Magners Original Irish Cider has unveiled a modern new look that celebrates the brand’s rich heritage and cider-making tradition.
The contemporary new design incorporates updated features including refined illustrations of the original cider vats as well as a vibrant red apple that will stand out on shelf. A new strapline, "The Original Irish Cider Since 1935" nods to Magners' history as it celebrates its 90th year of cider-making this year.
The new design will roll out across the brand’s full portfolio including cans, bottles, multipacks, trays and across all consumer touchpoints in both the on and off-trade over the coming months.
The brand refresh is the latest development from Magners which earlier this summer launched its new brand campaign, Magnertism. The seven-figure campaign represents the largest investment in over a decade and has seen Magners bring some fizz to the category this summer across tv, outdoor, digital as well as activity in the on and off-trade.
“It has been a busy and exciting year so far for Magners with the launch of Magnertism, and our brand refresh is another step forward towards further reigniting Magners position within the cider category," said Matt Bentley, Director of Brand Marketing (cider) at C&C Group.
“We’ve had a great response to our Magnertism campaign and feedback from our customers on our new look has been fantastic. We’re looking forward to sharing the next stage of our plans with them and building further success for the Magners brand.”
The new look has also been applied to Bulmers cider which is available in the Republic of Ireland. This is the first time both brands have been updated in unison.
Matt added: “It’s been a significant project updating the two brands with over 170 assets redesigned but reinvigorating both brands together will allow us to tell our story more clearly and consistently across both sides of the Irish Sea and throughout our global markets.”