With the launch of Magners new “Think 100% Irish” campaign and UK wide summer music festival partnership with Global, overall consumer awareness of Magners Irish Cider will be piqued in the coming months.

“Think 100% Irish” was created to encapsulate Magners’ 80 year history of producing cider at their County Tipperary home and the Irish take on life, which is how Magners approach things.

The new campaign kicked off with a series of targeted online ads, which use every day observations and relatable situations to introduce “Think 100% Irish” and how always to look on the sunny side of life. Over the coming months, “Think 100% Irish” will also be brought to life via reactive stunts, experiential and festival activations.

Magners Original and new Dark Fruit will be available at the iconic Printworks venue in London, as well as at 11 festivals across the summer. A bespoke Magners Cider Garden will be present at a number of the festivals including Rewind Scotland, Rewind North, Rewind South, Tramlines, Truck and Ynot. Janette Murray, Brand Manager of Magners UK said: “This is an exciting year for Magners and we wanted to reflect some of that positive humour and love of a great laugh that the Irish are famous for.”

“We’ll be taking advantage of every possible opportunity to help drive sales through the tills and would encourage stores to stock up on both Magners Original and Dark Fruit to meet increased consumer interest and awareness as a result of both our new campaign and summer festival and venue partnerships.”

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