AIMING to ‘inject excitement and energy’ into the cider category, Magners owner C&C has revealed a new seven-figure investment in the brand, its largest in over a decade.
As UK temperatures soared during the month of May, kicking off ‘cider season’, C&C launched ‘That’s Magnertism’, a campaign to build on the existing nationwide awareness of Magners and ‘reignite consumer love’ for the brand.
Typically, cider sales pick up from the end of April onwards – last year there was a +10% volume / +11% value hike between March and April – with volumes then peaking across the summer months of June, July and August.
With that opportunity in mind, the campaign’s hero TV spot features the brand’s iconic cider pour over ice accompanying a pub-full of dancing feet – a visual representation of the force and feeling that is ‘Magnertism’.
Complementing the TV slots, there is also outdoor advertising featuring macro shots of Magners over ice, seeking to spark consumers’ ‘refreshment cues’.
The campaign will run throughout the UK over summer across TV, digital, outdoor, and social, as well as being brought to life through the line into the on and off-trade.
The 2025 Magners Trade Programme expects to engage 2000 on-trade accounts in Scotland, England, Wales and Northern Ireland, with a scan-to-win mechanic offering consumers the chance to win a trip to New York, amongst hundreds of other travel prizes.
Director of brand marketing (cider) at C&C Group, Jane Parlon, said: “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.”
Parlon added: “These are our most ambitious Magners plans in over a decade, and we are ready to work with our partners in the trade to bring some added fizz to the bar.”
