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.

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