Irish cider brand Magners has launched a new marketing campaign and unveiled a “striking” packaging design in a bid to shake up the apple cider category.
The “multi-million pound media campaign” will consist of TV, outdoor and radio advertising, further supported by heavyweight experiential activity, PR and social media activity. In addition, the Clonmel-based cider maker will relaunch its bottle, along with new packaging across all can and draught formats to ensure maximum on-shelf standout.
To further drive excitement, Magners will also be the first major cider brand to use an innovative rip top closure, negating the need for a bottle opener and helping support impulse purchases across the convenience channel.
The creative campaign will see the brand focus on its position as an original cider brand, using the tagline “hold true” to reinforce its authenticity and heritage.
Magners brand director Andy Cross said: “Research is showing consumers are suffering from flavour fatigue in the cider market. With so much choice, but little resemblance to cider, consumers appear to be tiring of flavoured ciders in the same way they did with alcopops. Apple still accounts for 76% of the cider category – but research has shown young adults find the category boring. We want to make apple cider exciting again by bringing a new attitude and tone of voice that will invigorate the category once more.
“We know that Magners is still loved by consumers but we also know they have been enticed into new brands and flavours in recent years. This campaign is about reminding them Magners is still the original through our new campaign, Hold True. We’re investing heavily in the Magners brand with our new creative and innovative packaging and we can’t wait to see what consumers think.”
To support the renewed focus on the apple segment, Magners will be focusing primarily on its original apple variant. This will mean replacing Magners golden draught across the on-trade with Magners original draught to bring synergy across the entire portfolio.
The brand also claimed that its above-market performance in terms of both volume and value sales was “a positive platform” from which to secure further growth.
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