Magners has launched ‘Think 100% Irish’, a new campaign to encourage people to adopt the Irish ethos and see the silver lining in any situation.
The new campaign kicks off with a series of targeted online ads, which use every day observations and relatable situations to introduce how you could “Think 100% Irish” and look on the sunny side of life.
The adverts show a Magners pint glass which has been filled half way, sitting on a table in an outdoor sunny cider garden. They make light-hearted observations about everyday situations in a glass half-full/half-empty style.
Over the coming months, the campaign will expand to include reactive stunts, experiential and festival activity.
Janette Murray, Brand Manager of Magners UK, said: “This is an exciting year for Magners. We wanted to inject some of that twinkly-eyed humour and love of a great laugh that the Irish are famous for. We’d like to encourage cider fans to follow our lead and look for the silver lining in everyday situations.
“Our quirky new campaign won’t ask drinkers to start hugging trees or strangers in the street in a quest for positive vibes – but it will give them a laugh and help them see that modern life isn’t so bad.
“We’ll be introducing the campaign to consumers in the coming weeks and taking advantage of every possible opportunity to help drive sales through the tills in both the on- and off-trades throughout the UK. Magners will also be present at 11 festivals across the country throughout the summer where I’m sure there will be plenty of occasions for consumers to try out their new Magners mindset.”