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.


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