Agency: Fold7
Date: Jun 2016
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Creative agency Fold7 has launched a new campaign for Magners called ‘Hold True’ as part of a recent multi-million-pound marketing overhaul and re-launch of the Magners brand.

‘Hold True’ is the cider brand’s new long-term positioning and creative platform following months of market research and brand investment.

In a world where we are constantly under pressure to conform or change, it’s important to have a strong sense of who you are. The campaign by Fold7 celebrates those who remain true to themselves, as the brand asserts its position as an authentic cider that has held true to its original recipe since 1935 and remains uninfluenced by modern-day fads such as fruity variations and quirky craft brands.

It launches with a hero 60 second TV spot which celebrates those musicians who remain true to their individual artistry, however different and non-conformist that may be. It sees an eclectic range of music artists playing the classic Rolling Stones song “I’m free to do what I want”.


Chief Creative Officer: Ryan Newey

Executive Creative Director: Simon Learman

Art Director: Dan Fryer, Gate Lambert

Copywriter: Dan Fryer, Gate Lambert

Additional Credits: Chief Executive Officer: Marc Nohr

Planner: Brent Gosling, Martin Buckley, Nicola Wyatt

Account Director: Vicky Hersheson

Agency Producer: Imogen Bell

Media Agency: PHD

Director: Jake Scott

Production Company Producer: RSA Films

Production Company: RSA Films

Editing House/Editor: Struan Clay @ Final Cut

Post Production: Absolute

Colourist: Matt Turner

Sound Designer: Eclectic Music

Music Supervision licensing and rights negotiation: Fold7