Magners campaign introduces bearded beekeeper

Magners has created two new spots for its ongoing campaign 'There's Method in the Magners', which again focuses on the town of Clonmel in Ireland where the cider is made.

Created by The Red Brick Road, the ads promote brand offerings, Magners Original and Magners Golden Draught.

The "bees" ad focuses on the importance of the insect, which pollinate the apples that make Magners Original.

It follows a day in the life of Eamon, the Magners beekeeper, and films him taking a morning bath while wearing a beard of bees, which he takes to work every day.

A second ad, which will air from the end of April in a 40-second execution, promotes the launch of new variant, Magners Golden Draught.

"Strongman", is about a man loved by the locals for his strength. He is the only person strong enough to crush the harder-to-press Dabinett apples, which go into Magners Golden Draught.

Both ads were directed by Ivan Zacharias and written and art directed by Matt Lee and Pete Heyes.

Media planning and buying is handled by MPG Media Contacts.

Kirsty Hunter, Magners head of marketing, said: "We're excited to launch our new adverts this year and we think the creative behind each campaign will really connect with our audience, whilst communicating the care and craft that goes into making Magners.

Paul Hammersley, managing partner at The Red Brick Road, said: "It's very exciting to be a part of the revival of such a fantastic brand and we hope this latest work will continue to play its part."

According to Magners, the 'Method in the Magners' campaign was in the top three best-recalled ads of the 2010 AC Nielsen likeability index, and helped sell 130 million pints of Magners last year.

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