We've been impressed by the current Magners ad campaign, 'There's Method in the Magners'.
Developed by Red Brick Road, the campaign plays on the cider-making idiosyncrasies of the community of Clonmel, Tipperary, where founder 'Willie' Magner began making cider in 1935. The two TV ads, 'Straight' and 'Catch', are stories that have a 'quaint Gaelic charm' and a quirky odd-ball style. Kind of Father Ted meets Napoleon Dynamite meets Jack Daniel's. The campaign even brought one viewer to tears who left the following comment on YouTube:
"I just watched this on TV. Don't ask why but it made me cry. Such a beautiful ad ... and believe me, I don't go looking for adverts on YouTube just to compliment them"
This is a noticeable step from Magners 'Time Dedicated to You' advertising where the current campaign positions the brand as different and premium compared to its competitor ciders (e.g. Strongbow, or Blackthorn ). Interestingly, Scrumpy Jack have launched a campaign about Scrumpyshire in print and online, which also plays on setting, 'local-ness' and expertise - although arguably with less charm and humour.
Magners also seem to think about their customers online. We are told that Magners' master tasters, including Billy who has been with us for 35 years, keep constant check on the whole process to ensure each sip of Magners cider is as grand as the last.
Magners' recent tactical print ads sticks two fingers up to the Treasury and nobly informs its customers that Magners have taken the financial hit on the increased alcohol duty itself, instead of passing it on to the customers.
So a hearty thumbs up to cider-that-cares with an impressive campaign.
Magner-ifique. As they don't say in Clonmel.
Simon
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