Irish cider brand Magners is being re-introduced to UK audiences this summer with a vibrant new campaign that aims to reinvigorate “consumer love” for the brand.
Developed by London-based indie agency Ark, ‘That’s Magnertism’ will be centred around a 30-second clip that showcases the cider’s classic serve over ice and its ability to bring people together.
The campaign will mark Ark’s inaugural work for the C&C Group-owned brand since securing its creative account in January, and will look to re-establish the brand as a UK and international pub favourite.
“‘Magnertism’ captures that unmistakable pull Magners has always had. It’s not just about the drink, it’s about the feeling and the times it brings with it. To bottle the unique energy that makes the Magners brand iconic” said Mike Wilton, co-founder at ARK Agency.
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Mat Goff, co-founder at ARK Agency added: “Magners is a brand people remember and love, they’ve just been wondering why it left the chat. Well now it’s back, right where you’d expect to find it, bringing vibes and pulling people into a bar near you this summer.”
Directed by Somesuch’s Tajana Tokyo, the film will go live across TV, social media and digital today (2 May), supported by further out-of-home and digital out-of-home executions.
Media planning and buying was handled by Republic of Media.
“‘That’s Magnertism’ captures the unique spark that Magners brings to any moment. It’s nostalgic, effortless, and perfectly timed,” said Jane Parlon, brand marketing director at Magners.
“We wanted to put Magners back where it belongs; in the hands of every summer lover, festival goer and get-out-on-the-grass type consumer across the UK, and with temperatures set to rise this weekend it looks like we’ve timed the campaign launch perfectly.”
