CASE STUDY: Radio delivers exceptional ROI for Magners
Provided by Radiocentre
Magners selected Virgin Radio as a partner to create the 'What Bank Holiday's Are Made For' package
What was the Challenge / Background of the Campaign?
Magners needed to maintain their market-leading share and drive
awareness among their core audience. Magners were facing increased
competition from other, newly launched cider brands as well as the
continuing fragmentation of the sector by smaller brands. Furthermore, cider is perceived to be a very seasonal drink, only added to people's drinking repertoire in the summer, which is compounded by Magners 'over ice' proposition. As part of 'Another Season, Another Reason' campaign consumers had to be given other incentives to purchase Magners. Find out more...
What was the Campaign Objective?
Drive Sales of Magners.