The C&C Group-owned drink has launched "Hold true", which celebrates people who remain true to themselves as the brand aims to reassert its position as an "authentic" cider that has held true to its original recipe since 1935.
C&C is trying to turn around the brand's fortunes amid poor sales in recent years of Magners in the UK, with the summer campaign crucial for marketing a seasonal drink.
The new campaign, created by Fold7, launches tonight with a 60-second ad during the England vs Portugal football friendly match on ITV.
The spot celebrates musicians who remain true to their artistry, no matter how different or non-comformist they are, to reflect how Magners remains uninfluenced by modern fads. The artists, which include a 66-year-old punk singer and a seven-piece ska group, play the classic Rolling Stones track I’m Free to Do What I Want.
The spot was written and art directed by Dan Fryer and Gate Lambert at Fold7, while PHD is handling the media. The ad was directed by Jake Scott through RSA Films.
Campaign spoke to Marc Nohr, the chief executive of Fold7; Ryan Newey, the agency's chief creative officer; and Mark Boulos, the chief commercial officer at C&C Group.