Magners unveils new look and multi-million pound campaign

Magners has introduced a new campaign to shake up the apple cider category.

The producer has unveiled new packaging backed by a multi-million pound media campaign, across TV, outdoor and radio.

The activity includes the relaunch of the iconic Magners bottle, along with new packaging across can formats, aimed at maximising shelf standout.

Magners also claims it is the first major cider brand to use the rip top closure, negating the need for a bottle opener and therefore helping support impulse purchases across the convenience channel.

A TV campaign will launch in June with the tagline ‘Hold True’, which encourages people to stay true to themselves “in a world full of fads and gimmicks – just like the Magners brand”.

Andy Cross, brand director at Magners, said: “Research is showing consumers are suffering from flavour fatigue in the cider market. With so much choice but little resemblance to cider, consumers appear to be tiring of flavoured ciders in the same way they did alcopops. Apple still accounts for 76% of the cider category – but research has shown young adults find the category boring. We want to make apple cider exciting again by bringing a new attitude and tone of coice that will invigorate the category once more.”

“We know that Magners is still loved by consumers but we also know they have been enticed into new brands and flavours in recent years. This campaign is about reminding them Magners is still the original through our new campaign ‘Hold True’.

Magners will be focusing primarily on its Original apple variant and the producer notes that in the off-trade Magners Original is the only top five apple cider brand performing ahead of the market in both volume and value.

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