Magners: Refreshing the entire cider category

Magners is the brand owned by Irish drinks company C&C Group. When the company began to research the possibility of launching its Irish cider into London in 2005, industry specialists warned the company that cider was a declining market which held little or no potential.

Magners: Refreshing the entire cider category

SNAPSHOT

Magners defied industry analysts' negative views of the potential of the cider market with the successful launch of its new cider brand in the UK, which revitalised a moribund category

KEY INSIGHTS

  • The languishing cider market received an injection of new energy with the arrival of the Magners brand at a time when the industry had written the market off.

  • The brand's strong point of differentiation of pouring it over ice brought a sense of freshness to the category, appealing to even the most jaded consumers.

  • A multi-platform campaign, including advertising, outdoor, press...

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