Magazine article Marketing

Marketing Society Awards for Excellence: New Brand

Magazine article Marketing

Marketing Society Awards for Excellence: New Brand

Article excerpt


More than a few eyebrows were raised when C&C announced it was launching into the declining cider market. Who would drink it but students and folkies?

A year or so later, and Irish cider Magners has outperformed expectations to refresh its entire category. With extensive sampling, it has worked hard to connect with consumers across Britain, and its premium pricing staked out its positioning from the off.

Its unique selling point was its serving - a pint of Magners from the bottle was to be poured over ice - thus establishing a point of differentiation in the cider market.

That its over-ice proposition has since been copied by rivals shows just how strong the idea was.

London was the initial focus for the cider's launch, and objectives included building brand awareness and generating sales. Guided by RG Research, Magners opted to use its orchard heritage to connect with consumers. It brought its apple trees to the city's concrete jungle via heavy advertising at sites such as Heathrow and Waterloo Tube station.

Its 'Seasons' TV campaign led the activity, pushing the idea that cider was not limited to summer, and ran alongside outdoor, radio and press campaigns. Sponsorship of rugby union side London Wasps and the Magners League, which comprises the top teams from Ireland, Wales and Scotland, helped extend the brand's reach.

A 332% increase in Magners' sales after one year has driven a 12% increase in the total cider market, and put the category firmly back in drinkers' repertoire. …

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