As part of our partnership with haystackonline, each week we showcase penetrating marketing campaigns.
This week, sit back, have a drink, and enjoy the Now.
Magners GB’s Summer 2013 marketing campaign aims to reposition the beverage to a younger audience by lyrically articulating the philosophy behind the brand; making ordinary moments extraordinary.
The multimillion campaign launched on 20th April 2013 was conceived by The Red Brick Road and runs throughout the summer. The media selection comprises TV spot, OOH advertising, PR and digital activity and captures the originality and impulsiveness of the human spirit: why wait for tomorrow when you can be something today? The central atmospheric ad, inspired by the brand’s Irish heritage, draws the viewer into a world of fortuitous circumstances and wild celebration
In the central TV film, an enigmatic prophet poetically guides us through the ‘here and now,’ bending time to his will and invoking a sense of freedom and immortality. The marketing campaign is innovative and compels us to be innovative ourselves. ‘Now is a Good Time’ is the line, and ‘now is a good time’ is certainly the way this ad makes you feel.
In an attempt to create brand separation from its competitors, the campaign builds a simple but sentimental message. In this fiercely competitive market, this is a confidently aimed salvo to attract consumer attention and ultimately their brand preference. Time will tell whether the ‘here and now’ has the potency to out play the competition for the consumers’ hearts and minds as they are barraged with messages from cider companies this summer.
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