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Magners rolls out “Originals Sessions” nationwide

Thursday July 17, 2014 at 5:10pm
Magners Original Cider is to roll out its “Original Sessions” series of free mini festival-style events across the UK. The Original Sessions events will take place in key on-trade customer cider gardens in eight cities. Each will feature a range of live music from local artists and a plethora of entertainment including photo-booths, street magicians and a game in which consumers can win free drinks. Local businesses will serve food created with Magners products including Magners Berry ice cream and hog roast with Magners Original Cider apple sauce. The first Session will commence on the July 19th in London and finish on September 13th in Manchester. The campaign is being run by drink marketing, an integrated agency specialising in food and drink sectors, which was tasked with creating something that brings to life the “Now is a good time” brand platform and drives reappraisal of the brand with the 25-35 year old demographic. Additionally, the solution needed to support sales and foster relationships with key customer partners. As the strategic lead, drink founded the Original Sessions platform around fundamental trade and consumer insights that brand experiences are critical for both customers and the brand’s consumer audience to deliver on the Magners proposition. For trade partners, branded experiences in their venue are critical for creating new reasons for patrons to visit, while for the consumer audience memorable brand experiences become shareable social currency as well as a physical manifestation of one of their favourite brands. drink is leading the creative development for the campaign as well as the management of all ongoing event production and activation elements. The campaign is already in its promotional phase and is being supported more widely over a four month period through digital, PR and in-bar communications. The brand’s social media channels are being activated including MagnersUK Facebook and Twitter pages. Alastair Bayne, on trade brand activation manager for Magners, says: “For our target audience, brand experiences should have emotional and social currency. Today’s consumer thinks beyond the product and strives to amass key life experiences.”
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