Magners owner C&C is set to inject excitement and energy into the cider category with a significant seven-figure brand investment, the largest in over a decade, and the introduction of a new brand campaign “That’s Magnertism” which launches this week (2 May). Aligned with the start of “cider season” the campaign will build on strong nationwide awareness to reignite consumer love for Magners.
Typically, the cider category will pick up sales at the end of April, with volume growing by double digit percentage points vs March in each of the last three years and will build steadily until September.
The hero TV spot “fizzy feet” shows Magnertism in action, with the iconic Magners cider pour over ice accompanying a pub-full of dancing feet conveying the contagiously positive feeling that the first thirst-quenching gulp of Magners brings. Shot mostly at “foot-level” the creative is a visual representation of the force and feeling that is Magnertism, capturing the unique energy and the power of people and moments spent together.
TV will be complemented by outdoor advertising that lets the liquid do the talking. Featuring macro shots of Magners, glistening over ice, the visuals will be sure to spark refreshment cues synonymous with the brand and category.
The campaign reaches screens this Friday (2 May) and will run throughout the summer across TV, digital, outdoor, and social as well as being brought to life through the line into the on and off-trade.
“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,” said Jane Parlon, Director of Brand Marketing (cider) at C&C Group.
“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 Magners plans in over a decade, and we are ready to work with our retail partners to bring some added fizz to the shelves.”
