Rip top seals Magners great new look
Magners, the brand which famously revolutionised the cider market with its over ice serve, is leading the market direction yet again, this time with a striking new look revealed this month.
The iconic Magners bottle has been relaunched with fresh new packaging across all can and bottle formats, designed to ensure maximum shelf stand-out. To further drive excitement, Magners will be the first major cider brand to adopt an innovative rip top closure.
The new look which will be rolling out across the country this summer, is pared back and bold, the design uncompromisingly modern yet holding tight to long-established brand heritage and values. The creative team has used understated matt metallics in tones of bronze, green and silver for Original, Pear and Light variants respectively which reflects the innate quality of Magners but with an industrial-chic edginess.
Julia Galbraith, Magners Brand Manager at Tennent’s NI, is delighted both with the look and early consumer response.
She says, “The new Magners packaging is ahead of the curve in design terms and reinforces Magners’ reputation for doing things differently – and better. It embodies the personality of Magners Original by setting, rather than following, trends.
“Magners is loved by consumers here in Northern Ireland where it’s the Number 1 cider brand in both Packaged and Draught format across the On and Off Trade*. However we are always aware of the need to maintain that lead, reinvigorating the sector and this great new look allows us to bring a new attitude and tone of voice to our marketing, reminding loyal consumers why they love the brand and encouraging sampling from those who have yet to discover Magners’ unique taste benefits. It was also important that the new look complemented the contemporary vibrancy of the Magners Forbidden Flavours introduced last summer.
“Trade and consumer response has already been hugely enthusiastic and we’re looking forward to driving that positive awareness still further during our key Summer season. There’s never been a better time to enjoy – or sell – Magners!”
As the dynamic new suite of packaging rolls out it will be backed by a substantial Northern Ireland media campaign across outdoor and radio, further supported by public relations, social media and experiential activity.