Magners 17 Days of Christmas runs until 24 December and celebrates the 17 varieties of apple used to make Magners cider. The promotion is being run via the brand’s Facebook page, offering fans the chance to win daily prizes – such as iPod Nanos and money-off vouchers – up until Christmas Eve when a trip for two to Dublin for St. Patrick’s Day awaits a lucky winner.
Magners’ festive campaign follows hot on the heels of heavy investment throughout 2011, including ‘Bees’, the latest instalment of the ‘There’s Method in the Magners’ campaign, originally launched in 2010. The ‘Strongman’ execution was launched in Scotland this year to support Magners Golden Draught in the on-trade.
Magners also introduced Bee Aid, a consumer-led campaign in conjunction with the British Beekeepers Association (BBKA) designed to develop the brand’s digital reach while supporting the BBKA's fight against a global decline in the honeybee population.
With innovation playing a key role in Magners’ promotional activity in 2011, marketing manager Fiona Lovatt claims that the brand will widen its marketing activities in the new year.
According to Lovatt, the festive period in 2010 represented almost 20% of total annual cider sales.
