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  • Bee Beard

There's Method in the Magners - Bees and Strongman

Client: WM Magners Ltd
Brand: Magners

On the 16th April 2011 Magners Original launched the next instalment of their award winning ‘There’s Method in the Magners’ TV advertising campaign, created by The Red Brick Road.

The new work continues the theme of the 2010 films ‘Straight’ and ‘Catch’ which were awarded a Platinum (Overall winner), Gold (Best Idea) and Double Gold (Best TV Commercial) at the recent Creative Circle Awards 2011. The TV executions introduced Magners’ new communication strategy designed to illustrate the unusual lengths and seemingly quirky processes of Magners’ employees, to make Magners taste so good.

The campaign was successful in contributing to a turnaround for the brand in 2010. In October, Magners announced a return to growth in Britain for the first time in three years.

The new 40 second TV commercial ‘Bees’ aims to further demonstrate the craft and care in the making of Magners Original.

Directed by Ivan Zacharias, and written and art directed by Matt Lee and Pete Heyes, the film centres around Magners’ beekeeper Eamonn, and the important role he and his bees play in pollinating the 17 varieties of apple that give Magners its unique taste. Eamonn goes to unusual lengths to keep an eye on his bees - by wearing them as a beard. We follow him on his way to work in the orchard and whilst the people of Clonmel, Tipperary are naturally cautious of Eamonn and his bees, they give him a warm reception wherever he goes. They appreciate that without Eamonn and his unusual method of keeping his bees, Magners Original Irish cider wouldn’t taste as good as it does. And that’s why the people of Clonmel say ‘There’s Method in the Magners’.

Magners also launched a 40 second commercial called ‘Strongman’, for new on trade variant Magners Golden Draught. The film, also directed by Ivan Zacharias, is about Tommy Flynn, a giant of a man who doesn’t know his own strength, but he’s the only man who can get the juice from the tough Dabinett apples that give Magners Golden Draught its perfect draught taste. So whilst Tommy’s strength often creates a trail of destruction, the people of Clonmel always give him a hero’s welcome, as they know‘ There’s Method in the Magners’.

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. Bees and strong men aren’t necessarily the first thing you’d associate with cider, but that’s the method in the Magners. The new creative will further enhance Magners’ position as the number one modern cider[1].”

Paul Hammersley, Managing Partner, The Red Brick Road said “It’s very exciting to be a part of the revival of such a fantastic brand and we hope this latest work will continue to play its part.”

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