The advert, which uses completely new creative, distances Magners from its former ‘Made in the Dark’ slogan and introduces the new tagline: ‘Now is a good time,’ and focuses on “getting people together” and the brands “inherent Irish spirit”.
The 360 degree campaign will also involve outdoor advertising and social media activity will be followed by on-trade support, new PoS and “an initiative to make sure pubs and bars are involved,” revealed a Magners spokesperson.
“All of the look and feel of the new TV adverts and outdoor activity is completely new. It’s moving on from the previous ‘Made in the Dark’ slogan and instead will make the most of the brand’s sociability. It’s much more about encouraging people to get together now. There will be no new product developments this year but, instead, the focus will be on Magners’ existing apple, pear and berry ciders as well as its Golden Draught variant,” the spokesperson added.