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.

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