Magners continues with innovative ads

27 July, 2007

Magners is targeting 18 to 34-year-old drinkers with a sonic poster campaign, and is embarking on its first online push.

Fifty Magners posters, in sites near London pubs, will broadcast extracts from Magners

TV ads - including the backing track, voiceover and the sound of a Magners bottle being opened and poured over ice.

The Irish cider is also running a web-based Time Dedicated to Sport campaign, in which golf, cricket, football and rugby-related ad banners will run in the sports sections of the Times, Guardian and Daily Telegraph websites .

Brands director Stephen Kent said: "We continue to explore new media

and innovative ways to interact with consumers. "

Last year Magners used posters spraying blossom to give the impression of an apple orchard in spring.




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COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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