Here at Lakey HQ we’ve always had a soft spot for drink manufacturers and brewers dating back to our dalliances with Tango’s orange fur covered beetle and time well served at Cobra’s plush HQ on the Kings Road.
And in marketing terms, the tough climate for drinks brands seems to be feeding their creativity. Budget rises, smoking ban in pubs, cheap booze in supermarkets, the drinks industry has faced more than its fair share of challenges, and the result is many brands have had to try a lot harder, reposition themselves in a changing market, get new agencies on board and really concentrate on engaging the customer. All to be welcomed.
Here’s the latest ad from Magners reflecting their new positioning ‘There’s method in the Magners’ which features a man with a beard of bees which is quirky enough to get them noticed but has a strong message about the quality of the drink and the commitment of the people that make it to producing only the very best cider.
It’s a great marriage of traditional messages and maverick ‘get people talking’ creative topped off with the sort of irish voiceover that instantly makes you want to be in a watering hole in Dublin enjoying the ‘craic’ . It will no doubt bring a few traditional cider enthusiasts into the Magners fold while retaining an innovative edge only to be expected of a brand that invented the “cider over ice” category.
Check it out at
