Magners pushes Pear variant in marketing drive

 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.