Magners GB has mounted a new integrated marketing campaign for 2013 revisiting the traditional social spirit embodied by the brand at its launch in 2005.
The new platform – Now Is A Good Time – aims to bring to life the sociability and spontaneity at the heart of the brand.
The multimillion pound initiate features TV advertisement, OOH advertising, PR and digital activity throughout 2013. Magners engaged The Red Brick Road for the atmospheric TV ad set in a series of locations each inspired by the brand’s Irish heritage. The 40” ad features a mysterious sage as he delivers an ode to ‘here and now’ following him from day to night instigating good times for several characters. The ad also introduces the new brand line ‘Now Is A Good Time’ to the UK audience.
The TV ad will be supported by a full PR and social media campaign, which encourages people to put their phones away and get together to enjoy the ‘Now’.
“The 2013 campaign will celebrate the inherent sociability that is key to the brand and sets out to encourage a new generation to savour those good times moments,” commented Richard Schmidt, Magners GB marketing manager.
On top of the Magners work The Red Brick Road has also been appointed by Funkin, natural fruit purées, syrups and cocktail mixers brand, for its first ever integrated campaign set to go live in June of this year.
The Red Brick Road will work alongside The Village on the campaign developing activity to raise awareness of the brand and communicate the products’ usage occasions, specifically targeting the at-home drinks market.