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...