Magners
Golden Draught Launch

The Challenge

Bars are busy, noisy and dark. Our challenge was to launch a new crisper, drier variety of Magners made from harder to crush apples into this environment.

Golden Draught could have been a victim of Magners' extraordinary success, with everyone assuming it was the bottled Original cider only on draught. It's not, and differentiation would be key to its launch.

The Answer

The truth in the product gave us our creative hook. To drive visibility we portrayed the smaller Dabinet apples being crushed under a series of bizarre (and heavy) objects. Woolly mammoths, Victorian-era steamrollers, Routemaster buses - they all tried to squeeze the cider out. All of these ideas were executed with the familiar Magners gently surreal wit.

The whole campaign created a very distinct point of difference from Magners Original, whilst ensuring the master brand tone of voice shone through.

Our original target was to get stocking in 4,000 outlets but thanks to the POS kits we produced, the product is stocked in over 5,500 outlets, demonstrating a 38% increase in distribution across the UK.