Magners campaign aims to bee the best

Magners has launched its latest multi-million-pound advertising campaign as part of its “There’s method in the Magners” concept launched last year.

The adverts are set in Magners’ home town of Clonmel in County Tipperary, Ireland. The new concept for Magners Original focuses on the precious bees that pollinate the apple trees in the Magners orchards and follows a day in the life of Eamon, the Magners bee keeper.

The ad opens on Eamon taking an early morning bath, wearing the beard of bees that he takes to work every day.

A Magners spokesperson said: “On the way to the orchard, Eamon draws appreciative nods from neighbours – although they may not want him anywhere near their jam donuts, they know that without Eamon and his bees, Magners wouldn’t be able to grow the 17 varieties of apple that make Magners Original taste as good as it does.”

A second ad will also soon run to promote the launch of new on-trade variant, Magners Golden Draught. The 40-second ads will air from the end of April, focusing on the exploits of a local strong man who is the only man in the town capable of crushing Dabinett apples to extract the juice.

Head of marketing Kirsty Hunter said: “We’re excited to launch our new adverts this year and we think the creative behind each campaign will really connect with our audience whilst communicating the care and craft that goes into making Magners.”

Alan Lodge, 20.04.2011