Magners, the Irish Cider brand owned by C&C Group, has unveiled a modern new look that celebrates its heritage.
The revamped design incorporates updated features, including refined illustrations of the original cider vats as well as a red apple that will stand out on shelf. A new strapline – The Original Irish Cider Since 1935 – nods to Magners’ history as it celebrates its 90th year of cider-making this year.
The new look will be rolled out across the brand’s full portfolio, including cans, bottles, multipacks, and trays, as well as across consumer touchpoints in both the on- and off-trade over the coming months.
The brand refresh is the latest development from Magners, which earlier this summer launched its new brand campaign, Magnertism. The seven-figure campaign represents its largest-ever marketing investment, running across TV, outdoor, and digital, as well as activity in both on- and off-trade channels.
“It has been a busy and exciting year so far for Magners with the launch of Magnertism, and our brand refresh is another step forward towards further reigniting Magners position within the cider category,” said Matt Bentley, Director of Brand Marketing (cider) at C&C Group.
“We’ve had a great response to our Magnertism campaign and feedback from our customers on our new look has been fantastic. We’re looking forward to sharing the next stage of our plans with them and building further success for the Magners brand.”
The new look has also been applied to Bulmers cider, which is available in the Republic of Ireland. This is the first time both brands have been updated in unison.
Matt added: “It’s been a significant project updating the two brands with over 170 assets redesigned but reinvigorating both brands together will allow us to tell our story more clearly and consistently across both sides of the Irish Sea and throughout our global markets.”
