Magners is working on a revamped marketing strategy to breathe new life into the brand after appointing Fold7 to mastermind the creative shift.
The agency was appointed without a pitch and is tasked with reframing the cider around the growing popularity of flavoured variants and heightened thirst for provenance. It signals increased activity from the brewer, which has remained relatively low key in recent years in comparison to its rivals.
Magners is widely credited with spearheading the resurgence of cider in the early noughties but has faced tougher competition in recent years when it has become caught between the heavyweight campaigns from the likes of Stella Artois Cidre and the trendier, albeit smaller, alternatives from makers like Kopparberg and Rekorderlig.
Andy Cross, brand director at Magners, said: “In an increasingly competitive market we need an agency that can demonstrate first class strategic thinking and game-changing creative ideas to breathe new life into Magners. We have been really impressed with how Fold7 have embraced the challenge as they prove to be the ideal partner to help us achieve our future ambitions for Magners.”
Fold7 takes the account after Magners’ owner C&C Group parted company with previous agency The Red Brick Road last year.
Magners' bid to restaiblish its credentials comes as growth of the flavoured category slows. Growth dropped from 66 per cent in 2012 to 20 per cent in 2014, according to Nielsen though the analyst does not think the market has saturated.