Bulmers - Attack is the best form of defense

Featuring a novel over-ice serve, Magners was enthusiastically adopted by a new generation of drinkers over the hot World Cup summer of 2004.

Bulmers – Attack is the best form of defense

Packaging Branded – Food and DrinkScottish & Newcastle

EXECUTIVE SUMMARY

Attack is the Best Form of Defence

It is just 5 years since Cantrell & Cochrane (C&C) launched Magners Irish cider in London and Scotland. Featuring a novel over-ice serve, the brand was enthusiastically adopted by a new generation of drinkers over the hot World Cup summer of 2004.

Recognising the threat to their traditional cider brands, Scottish & Newcastle (S&N) gave battle by launching Bulmers in a head-on attack in May 2005.

History has taught us that for...

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