MAGNERS GREAT BRITAIN
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Magners steals the show at Marketing Week awards
23 November 2007
Magners Irish Cider stole the show at this year's Marketing Week Effectiveness Awards ceremony in London last week. These major awards, judged by a panel of experts, recognise the excellence of brands and individuals in the marketing industry.
Magners' achievement in changing the face of the cider market in the UK was recognised with the industry's top accolade, the Grand Prix award. The brand also won several major categories including 'FMCG Food and Drink' while marketing director Maurice Breen won the coveted 'Marketer of the Year'. Magners' advertising campaign, created by Young Euro RSCG Dublin, was chosen as 'Campaign of the Year'.
Magners Irish Cider, with its emphasis on quality refreshment, is widely credited with reinvigorating a previously dormant category and changing consumer perceptions of cider. Magners' seasonally-themed advertising, which uses TV, outdoor and press, is renowned for its use of innovative and creative media such as outdoor posters that disperse real blossom from an image of an apple tree in springtime. The brand's heavy involvement in major rugby, golf and comedy sponsorships has also created year-round brand awareness.
Maurice Breen marketing director commented: "This accolade from our peers in the industry is a public recognition of the strength of the Magners iconic 'pint bottle and ice' offering. We are now moving into the next phase of the brand's growth, further developing our consumer franchise through innovation, heavyweight investment in marketing support and expanding our distribution base. We're on track to meet our ambitious targets for 2008 and beyond", he said.
