Magners pear cider 'UK launch' by Euro RSCG London

Euro RSCG London has launched its first TV campaign for Magners pear cider since winning a brief in March to handle the £8 million launch of the drink in the UK.

The TV campaign, which kicked off today, revolves around the cider not being misleading, in contrast to everything else in life.

The three TV executions, "promotion", "blind date", and "salesman xylophone", revolve around a man’s experiences with misleading scenarios. 

Each execution ends with him walking into a pub, saying: "Give it to me straight like a pear cider that’s made from 100 per cent pears."

The launch campaign also includes outdoor, digital, sampling and on-trade. 

Video 1: promotion

Video 2: salesman

Video 3: blind date