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Magners urges Londoners to get their shorts on in ‘Seize the Summer’ stunt

Magners

Magners is creating a fuss around the launch of its summer campaign by looking to tempt Londoners into a garish pair of yellow shorts - regardless of the weather.

Incentivising the unbecoming behaviour on the streets of London is a host of holidays, looking to get commuters in the capital into the summer mood.

The experiential stunt marks the unveiling of the four-month ‘Seize the Summer’ campaign will also see packaging integrated with 400 EasyJet prizes, each worth £1,000, with the intent of getting solstice celebrants swigging cider on a foreign beach.

Paul Condron, marketing director at Magners, said: “It’s time to ditch distractions; we need to get out of work on-time, switch off our televisions and put down our phones. Summer’s not long enough at the best of times – but we can’t afford to waste a moment of it this year.

“Our Seize the Summer squad have kicked things off early in London but will be making their way around the country in the coming weeks, encouraging people to have proper fun in the sun with their mates.”

To follow will be more stunts in the same vein looking to coax Brits into the summer spirit.

Here's some of the photos shared on the day.

Below is the ad for the wider campaign.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

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