Media: Strategy Analysis - Selling cider to discerning drinkers.

 
Brand: Magners Original Irish Cider 
Client: Stephen Kent, marketing manager, ciders, Bulmers 
Brief: Launch Magners Original Irish Cider in London 
Target audience: Men and women aged 18 to 34 
Budget: pounds 6 million for the whole of 2005 
 
AGENCIES 
Media: Simon Jenkins at Media Planning Group 
Creative: Young Euro RSCG (Dublin) 

Magners was launched in London in spring 2005, following a successful launch in Scotland in 2003. The drink was marketed as a refreshing, cool summer drink and positioned as an alternative to other long alcoholic drinks. Magners' unique selling point is that it is a 100 per cent natural product that comes in a bottle and should be served in a pint glass over ice.

The Magners launch strategy focused on using advertising to drive distribution to drinking establishments. The aim was to achieve campaign momentum and brand salience quickly, in order to generate consumer consideration and demand.

The campaign to create a new niche of 'premium cider' within the cluttered long alcoholic drink category. This new niche would dispel the negative connotations associated with adolescent memories of cider, making it respectable again and positioning Magners as a credible alternative to lager.

EXECUTION

MPG focused the launch strategy on quality over quantity, and identified the optimum windows of opportunity to reach the target consumers. The campaign took a subtle, laid-back approach, in contrast to the 'laddish' norm of the category. This aimed to position Magners on a different level from other ciders and target the discerning drinker.

- TV: MPG took into consideration that people don't watch channels, they watch programmes, and cherry-picking programmes was the best means of delivering salience with key consumers and bolstering Magners' positioning.