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.