Magners is made in the dark

Magners has launched a TV ad almost entirely set in darkness in the latest phase of its ‘There’s Method in’ brand communications platform.

The ad sets out to prove that making cider in the dark feels counter-productive, but is what makes Magners taste even better.

In it, the inhabitants of Clonmel, Ireland – where Magners is made – go about their normal daily activities at night, including playing tennis, getting their hair-cut and attending the local nudist society.

Magners has planned a raft of summer-long social media and outdoor marketing activity to support the ad, and will use four core images: ‘hero’, ‘drinking’, ‘cheers’ and ‘social’ throughout the campaign.

Kirsty Hunter, head of marketing at Magners, says: “We’re excited to be launching an innovative fully integrated campaign which we believe will engage our consumers during key drinking occasions this year”.

The campaign was created by The Red Brick Road.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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