Magnertism

Client: Magners

Magners Irish cider was founded in 1935 and is a top-selling cider worldwide, with strong brand recognition. However, in recent years, it has slowly faded in cultural relevance, particularly among younger drinkers, despite its strong heritage.

In 2025, Magners found its feet and fought back to reignite an emotional connection with cider drinkers who had fallen out of love with the brand. The younger audience needed reminding of the unique and infectious energy that can only come from enjoying a Magners. To achieve this, Magners set out four key tactics: a retail data approach, large formats, strategic upweighting, and weather triggers. Coupled with a new creative concept, ‘Fizzy Feet’, it needed a channel where the creative could do the talking. Bauer Media Outdoor’s digital out-of-home technology was chosen because it would effectively reach the desired audience and form a strong emotional connection with its core growth audience. The addition of programmatic activation enabled greater flexibility and a truly audience-led approach. Always-on weather triggers were applied to automatically activate the campaign during sunny periods, ensuring the programmatic DOOH (prOOH) investment was tailored to the right areas and reduced wastage by delivering timely, relevant exposure. The campaign performed exceptionally, delivering 12M impressions and 33% more playouts than planned – a testament to the capabilities of prOOH. The Happydemics report showed the campaign didn’t just deliver, it made an impact. This data-led approach ensured Magners' messaging reached lapsed drinkers, while real-time signals enabled it to prioritise the most important panels across the UK