Magners hails marketing as volumes grow

Magners owner C&C Group says that the multimillion pound repositioning campaign launched for the cider in March has helped return the brand back to volume growth in the UK for the first time since 2007.

Volumes grew 0.7% in the six months to 31 August, buoyed by 4% volume and value growth in the cider market.

C&C adds that the initial feedback on the “Method in the Magners” campaign, which positioned the brand as unconventional but traditional, was “good”.

The company claims that the campaign also helped return the brand to the top of the ’share of voice’ for above the line advertising spend in its category.

“The positive improvement in the brand health measures suggests that the investment has been effective,” the company adds.

The campaign marked the first time Magners has changed its communication strategy since its launch in 2006.

After initial success, Magners’ sales slumped in the wake of increased competition from brands including Kopparberg.

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