Magners readies “quirky and humorous” Pear campaign

C&C Group is bringing the positioning of its Magners Pear brand in line with the Magners masterbrand’s recently unveiled fresh strategy.

Magners TV campaign
It’s all gone pear shaped. Perfect

The drinks maker is to launch a “quirky and humorous” outdoor campaign for the pear variant that introduces the strapline “It’s all gone pear shaped. Perfect”.

The ads, created by recently appointed agency The Red Brick Road, present a bottle of the drink in a way that suggests the work has been posted incorrectly.

The drink’s launch campaign last year featured comedian Mark Watson and used the strapline “Magners Pear: 100% Pear 0% Disappointment”.

The campaign follows the launch last month of the first campaign The Red Brick Road created for masterbrand Magners.

The activity, which uses the strapline “There’s method in the Magners”, positioned the brand as unconventional but traditional. It was also the first time Magners has changed its communication strategy since its launch in 2006.

The group will hope the campaign will reverse the decline in sales of Magners. Revenues in C&C’s cider division fell 8% between September 2009 and 15 January this year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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