Magners reviews advertising business

C&C Group has launched the latest stage in its attempt to revive flagship UK cider brand Magners by calling a review of the advertising account.

Magners campaign

The review of the business, currently handled by Euro RSCG London and the agency network’s Dublin office Young Euro RSCG, follows a number of recent marketing-led initiatives aimed at boosting flagging sales.

Earlier this year, the drinks maker said it was looking to improve the effectiveness of its marketing in light of a series of poor summers and increased competition from the likes of Gaymer’s.

The group has since launched a new Pear variant supported by two campaigns featuring comedian Mark Watson.

Better early summer weather and the renewed marketing push appeared to have had a positive affect, pushing sales up 6.9% in May over April compared with the 23% decline registered for the full-year to 28 February.

The brand is under new stewardship following the arrival of former Scottish & Newcastle (S&N) boss John Dunsmore as chief executive in November last year.

Dunsmore subsequently named former S&N consumer marketing chief, Paul Bartlett as marketing director.

Bartlett replaced Maurice Breen, who was credited as being one of architects of the brand’s early success with its “time dedicated to you” campaign.

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