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Magners - The Magners Effect
This paper demonstrates how the successful Magners campaign was founded on the combination of a solid product and proposition, which identified an opportunity in the market for ‘premium’ cider, and an integrated sales and marketing programme.
Using a high-impact and engaging communications strategy the advertising was used aggressively on a regional ‘colonise and conquer’ basis to generate mass consumer demand.
In the three years since it launched, Magners has become the No. 1 selling packaged, long, alcoholic drink in the UK on-trade and has rejuvenated the cider category. The advertising delivered an ROI of up to £26.93 and the Cantrell & Cochrane share price rose from €2 to €12, by the end of 2006.
For the complete case study visit the WARC website.
Magners - The Magners Effect
The Magners Effect: how Magners single-handedly re-invigorated the cider category.
Databank.
Award: 2007 IPA Effectiveness Awards, Best New Client, Best Idea and Silver Award
Client: C&C
Entrant: Media Planning Group
Authors: Martyn Stokes, Simon Jenkins and Mark Nolan
Media used: TV, print, outdoor
Associated Content
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