Magners is creating a fuss around the launch of its summer campaign by looking to tempt Londoners into a garish pair of yellow shorts - regardless of the weather.
Incentivising the unbecoming behaviour on the streets of London is a host of holidays, looking to get commuters in the capital into the summer mood.
The experiential stunt marks the unveiling of the four-month ‘Seize the Summer’ campaign will also see packaging integrated with 400 EasyJet prizes, each worth £1,000, with the intent of getting solstice celebrants swigging cider on a foreign beach.
Paul Condron, marketing director at Magners, said: “It’s time to ditch distractions; we need to get out of work on-time, switch off our televisions and put down our phones. Summer’s not long enough at the best of times – but we can’t afford to waste a moment of it this year.
“Our Seize the Summer squad have kicked things off early in London but will be making their way around the country in the coming weeks, encouraging people to have proper fun in the sun with their mates.”
To follow will be more stunts in the same vein looking to coax Brits into the summer spirit.
Here's some of the photos shared on the day.
Beautiful day for some ping pong in the park... #SeizeTheSummerpic.twitter.com/EQSaYK5fZQ
— Magners Cider (@MagnersUK) May 18, 2017
London, it's time to #SeizeTheSummer... Release the trunks! pic.twitter.com/HnMtr46vL7
— Magners Cider (@MagnersUK) May 18, 2017
Always nice to see a bunch of half naked men running around London #seizethesummerpic.twitter.com/LWnBDWXi8Q
— Vicki Todd (@VickitoddTodd) May 18, 2017
Spotted the @MagnersUK#SeizeTheSummer squad out in force in #London Good job lads #SquadGoalspic.twitter.com/nMQDkQOdmI
— Bear (@stephen_bear) May 18, 2017
Not every day you see yellow trunked bums on your morning commute #London#seizethesummerpic.twitter.com/ckz5bpZsov
— Kirstin Stevenson (@kirstinjane) May 18, 2017
These chaps have got the right attitude...make the most of the sun when it turns up 'n' all that! YES @MagnersUK#SeizeTheSummerpic.twitter.com/C88ERIwYz4
— The Mac Twins (@TheMacTwins) May 18, 2017
Below is the ad for the wider campaign.
