Magners Irish Cider is launching an autumn TV ad campaign, as part of its £21m
support for the brand during 2006.
The 30-second ad runs from October to February and shows apples being harvested in an autumnal-looking orchard followed by a a shot of consumers drinking in a pub.
It uses the Strangelove's Night Time as the backing track and will also be backed by an outdoor campaign with harvest-themed posters, radio advertising, and one-off creations such as corridor friezes of autumn orchard scenes at London's biggest underground station, Waterloo.
Magners marketing director Maurice Breen said: "It's all about getting Magners out there and re-establishing the product, using the strapline: 'There's no substitute'."
He said a Christmas TV ad campaign would also run from the beginning of December over the Christmas period.
Breen confirmed that Magners has launched a Light version in Northern
Ireland, which comes in a 330ml bottle.
The company is also trialling Magners Ice - a draught product - in pubs and bars in Dublin at the moment.