15/07/2021
On the 12 July, Magners returned to the TV for the first time in four years with their new advert, “The Alchemy of The Orchard”, showcasing the craft and innovation dedicated to bringing the cider to life.
The hero 60 second film creative aims to build a deeper emotional connection with cider drinkers, while reminding them of the refreshment that Magners is so well known for. The idea has been designed to move Magners from the Clonmel orchard firmly into the world of its drinkers, attracting a younger generation to the cider as well as ensuring it is front of mind for loyal fans.
Check out the new ad here.
The TV advert is part of Magners’ wider campaign “When Time Bears Fruit”. The campaign is supported by a six-figure multi-channel advertising spend across TV, video on demand, digital and social media; most notably with ad spots around TV hits Love Island and Gogglebox, targeting both new and existing audiences.
Godelieve Crawford, Magners Senior Brand Manager, said: “Summer is always an exciting season for cider and it’s the perfect time to bring When Time Bears Fruit to the market. After four years, it’s exciting to see us back on TV with a bang and a strategic channel plan that will help to fuel our ambition of growing Magners market share within new and existing target markets.
The Alchemy of The Orchard delivers perfectly on our belief that there’s nothing more powerful or precious than time. When Time Bears Fruit is about the moments that everything has led up to – whether that’s spent putting the graft in to something you care about, with friends and family, or maturing and fermenting our apples to give drinkers the best quality cider and experience possible.”
Magners “When Time Bears Fruit” consumer promotion, launched earlier this summer, is still in the market with great engagement so far. In the on trade, the campaign is supported by scan-to-win glassware, available for Magners Original and Magners Dark Fruits. The competition gives consumers a chance to instantly win luxury staycations and thousands of home improvement prizes. A similar competition, running in the off-trade, earlier this summer, generated more than 35,000 consumer entries!
*UK only. 18+. Ends 31.10.2021. No purchase necessary. Internet access required. To enter online instant win: Scan the QR code on participating Magners packs, on in-bar POS in participating venues, or visit magnerswin.co.uk and enter name, age, email address and postcode. Entrants will find out instantly if they have won. Max one entry and prize per person only. Prizes: 20x UK weekend cottage/cabin/lodge retreats & 1,005x home or garden items including HD TVs, home theatre projectors and Bluetooth speakers. First to enter on or after randomly allocated winning moment will win the prize allocated to that moment. Unclaimed prizes rollover to the next moment. 1,025 winning moments available across the promotional period. No guarantee all prizes will be won.
Full T&Cs
Please get in touch with your account manager now to get the Magners QR glassware, and supporting POS, into your pubs!