The firm behind Magners cider has unveiled a new look for the brand along with a major marketing campaign.
A key feature of the new-look bottle, which is being rolled out now, is a rip-top closure, which parent company C&C Group claims is a first in the cider category.
The packaging is also set to change across its other formats, with the new look said to be “designed to ensure maximum shelf stand-out”.
The new marketing campaign will push the tagline ‘Hold True’, which calls on consumers to “stay true to themselves in a world full of fads and gimmicks”.
It comes at a time when Andy Cross, brand director at Magners, said 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,” said Cross, who noted that apple cider still accounts for 76% of the cider category.
He said that while Magners is “still loved by consumers”, many had been “enticed into new brands and flavours” and so this media campaign is about reminding consumers that Magners is “still the original”.
The campaign is running across television, outdoor and radio formats and will be further supported through PR, social media and ‘experiential’ activity.
The brand is also set to continue its partnership with Celtic Football Club after announcing a four year extension which will see Magners backing the Scottish champions until the end of the 2019/20 season.
Magners will continue to feature on the green and white jerseys – but in a new position across the shoulders – from the start of the 2016/17 season.
Paul Condron, marketing director for Magners, commented: “Magners has enjoyed three fantastic years as the shirt sponsor of Celtic FC and we’re very proud to extend that partnership in a deal that will see our association with the club stretch to seven years – a number with great significance in the club’s illustrious history.”