Magners has unveiled the results of a recent multi-million pound marketing overhaul and re-launch of the brand with its new campaign ‘Hold True’.
Created by Fold7, the new long-term positioning and creative platform follows months of market research and brand investment.
Celebrating those to remain true to themselves in a world where we are constantly under pressure to conform of change, the campaign asserts Magners position as an authentic cider that has held true to its original recipe since 1935.
The 60-second TV spot features various eclectic musicians remaining true to their artistry whilst singing different versions of the same classic Rolling Stones song ‘I’m free to do what I want’. Among the artists are a 66-year-old punk singer, a seven-piece ska group and a hip-hop artist.
Chief commercial officer at Magners’ parent company, C&C Group, Mark Boulous, said the new wave of fruity ciders and quirky craft brands created an opportunity for Magners to “champion original true cider again in a way that delivers real attitude and personality.”
The campaign breaks tonight ( 2 June) during the friendly England vs. Portugal match and is backed with a multi-million pound media spend across TV, outdoor and radio with further support from experiential activity, PR and social media.
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Chief Creative Officer: Ryan Newey
Executive Creative Director: Simon Learman
Art Director: Dan Fryer, Gate Lambert
Copywriter: Dan Fryer, Gate Lambert
Additional Credits: 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 Design: Eclectic Music
Music Supervision licensing and rights negotiation: Fold7