Magners Draught TV ad launched
Magners has released a new 30-second TV ad for its recently-launched draught product that will run until mid-November.
Magners owner C&C will be hoping the exposure can help shore up declining sales volumes, which fell by 12 per cent in the six months to the end of August 2008. This drop was despite the launch of Magners Draught in May, a move which involved an exclusive kegging and distribution deal with Coors brewers.
As Magners Draught is served extra cold, the advertisement highlights this "no ice" message, with regular shots of the Magners tap. It had been feared that consumers would struggle to identify with a draught variant of a product that had become iconic for its serve from a bottle over ice.
The advert features a group of friends gathering in a country pub. 'Perfect Bar' is based on an apple's journey from the tree in the orchard to the tap in the pub.
The advertisements will be on air between October 30 and November 16 on mainstream TV channels, and on specialist pub channels including Sky Pub, Avanti Pub, Avanti Bars and Clubland TV.
Magners marketing manager Scott Fairbairn said: "Following the successful initial burst of Magners Draught advertising, aired over the summer, this second wave will continue to raise awareness of our on-tap offering as more and more outlets across the country install Magners Draught fonts.
"We have planned a far reaching campaign on all the most popular networks and in outlets across the country and we are sure that the new TV ad will help to drive trial and sales of the 'no ice' product."
