Magners introduces cross channel promotion in run up to Christmas

By Ishbel Macleod | PR and social media consultant

Elvis

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Magners article

December 9, 2011 | 1 min read

Magners GB has unveiled a ‘Magners 17 Days of Christmas’ campaign, to help drive sales in the run up to Christmas, a key sales period for cider.

The campaign, which launched yesterday in a collaboration between Magners and Elvis, will run until 24 December. It celebrates the 17 varieties of apple used to make the country’s preferred modern cider. It will run on Facebook, with an in-store and in-outlet campaign to support it. The Facebook competition page was created by glue Isobar.

Fans will be given the opportunity to enter competitions to win prizes on each of the 17 days running up to Christmas. Prizes will include Magners products and branded merchandise as well as iPod Nanos and money-off vouchers at selected on-trade outlets. The final prize on the 24 December will be a trip for two to Dublin for St. Patrick’s Day.

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Fiona Lovatt, Magners marketing manager, said: “Last year, Christmas represented almost 20% of the total annual cider sales. Therefore, the festive period is a fantastic opportunity for our customers to maximise sales and we are looking forward to supporting them with this exciting activity.”

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Isobar is dentsu’s global creative agency focusing on building a differentiated offering around Strategy and Innovation, Product and Experience, Brand Design & Systems and Comms & Content.

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