Magners' dark side

‘Made in the Dark for a better taste’ focuses on the importance of darkness to the Magners production process in Clonmel and is set almost entirely in darkness.

The new ad is an evolution of 2010’s ‘There’s Method in the Magners.’

The nocturnal ad features the inhabitants of Clonmel continuing their normal daily activities at night and not being held back by bad light – whether that is playing tennis, getting their hair-cut or attending the local nudist society. Glimpses of the action along with the voice-over encourage the viewer to fill in the blanks and continues with the voice-over “cider made in the dark tastes better when you drink it in the light.” The ad switches to a sunny pub garden where a man accidently bumps into a girl before saying ‘sorry I didn’t see you there’ and concludes with ‘There’s Method in the Magners’.

Seven underground station advertisements across London and Glasgow feature hands in the dark holding illuminated pints of Magners and a variety of initiatives are planned to drive customers towards Magners social networking sits, such as ‘eye-pad,’ which ties in with the clocks going forward.

Magners’ head of marketing, Kirsty Hunter said, “The new campaign will be complemented by some exciting on-pack and in-bar promotions which we will announce in the coming weeks.”