Magners steps up to the wicket with apple harvest campaign

By Joe Thomas, campaignlive.co.uk, Friday, 26 March 2010 08:40AM

LONDON - Magners is launching a new campaign this weekend that switches focus from its "time dedicated to you" message to the idiosyncrasies of harvesting apples in its home town.

The TV campaign, created by The Red Brick Road, breaks this Saturday (27 March) and marks the first time the cider brand has changed its communication strategy since its launch in 2006.

It also marks the first work by the creative agency since being appointed to the £13m account in October 2009 after a pitch handled by the AAR.

The new campaign is set in the town of Clonmel, Tipperary, in southern Ireland where Magners is made. It shows bizarre behaviour which seems perfectly acceptable to the people who live there.

The first ad called 'Straight' brings to life the importance for Magners in pressing apples as quickly as possible so that they can capture the juice at its best.

The second ad 'Catch' is about the company waiting for their apples to be at their best, only harvesting them when they fall from the trees rather than picking them prematurely.

Paul Bartlett, marketing director at Magners, said: "Magners is a very strong brand, with a fantastic heritage. This new campaign provides us with the springboard for future growth and will enable us to stand apart within the category." 

In November, C&C Group, the owners of Magners cider, agreed to buy The Gaymer Cider company for £45m. The deal sees Gaymers, Blackthorn and Olde English cider brands become part of C&C Group's UK portfolio.

Paul Bartlett, formerly of Scottish & Newcastle was appointed as marketing director last year, replacing Maurice Breen.

In 2009 Magners Pear launched a campaign featuring comedian Mark Watson, following the variant's launch earlier in the year.

Separately, Magners has launched a one-off tactical print campaign condemning the chancellor Alistair Darling to increase taxes on cider by 10%. The ad states "Same again Darling", before adding, "We're covering the cost of the duty increase".

This article was first published on campaignlive.co.uk

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