Magners pushes Pear variant in marketing drive

Magners is launching a campaign to support its new Pear variant.

 Magners is launching a campaign to support its new Pear variant.

The campaign, set to break tomorrow (May 1), has been created by Havas-owned agencies Euro RSCG, branded entertainment agency Cake and media agency MPG.

It will encompass television, out-of-home, digital and sampling. The ads will also feature up and coming comedian, Mark Watson.

As part of the campaign, media partnerships have been brokered with Bauer TV and Absolute radio. The marketing push will also include a Magners “pub finder” mobile application.

In February, the C&C Group owned cider brand announced its plans to launch Magners Pear in the UK in a bid to broaden its portfolio in the increasingly competitive cider sector

Late last year, the company also appointed Paul Bartlett marketing director for Magners. The former Scottish & Newcastle consumer marketing chief replaced Maurice Breen.

The core Magners’ cider brand has been struggling to match its initial success and has attributed declining sales to poor summer weather and its rivals improving their offerings.

MPG International this year scooped the €5m (£4.5m) US and European media account for C&C Group. The agency won the business following a pitch against the incumbent ZenithOptimedia.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here