Short season must be seized

Cider brand the focus of major summer campaign

IRISH cider brand Magners is the focus of a major new marketing campaign encouraging consumers to ‘seize the summer’.

• Magners’ Seize the Summer squad kicked off the seasonal activity for the brand in London.

Claiming the “already too-brief season” is two days shorter this year due to the earth’s rotational axis, Magners’ parent firm C&C Group wants consumers to make the most of the summer season, which officially begins on June 21.
As part of the Seize the Summer activity, the cider owner has teamed up with Easyjet for a promotion that will give Magners drinkers the chance to win one of 400 holidays worth up to £1000 as well as hundreds of summer-themed prizes.

Summer’s not long enough at the best of times, we can’t afford to waste a moment of it.

The activity was launched in London by Magners’ Seize the Summer squad, who urged passers by to join them in wearing shorts for a chance to win flights to a destination of their choice.
Magners marketing director Paul Condron said: “Summer’s not long enough at the best of times – but we can’t afford to waste a moment of it this year.

“Our Seize the Summer squad have kicked things off early in London but will be making their way around the country in the coming weeks, encouraging people to have proper fun in the sun with their mates.”
Running in the on and off-trades, the four-month Seize the Summer campaign will include “spontaneous events and stunts”, as well as a video designed to “celebrate the things we love to hate about the British summertime – from paddling in the sea even if its freezing to fending off wasps from your picnic”.