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ADVERTISING CAMPAIGNS

Magners Light ‘Dandelion’

Agency: Young Euro RSCG

Client: Magners Cider

A light and breezy summer’s day in the lush green pastures of Clonmel, Co. Tipperary sets the scene for the new TV commercial for Magners Light.

‘Dandelion’ brings to life the sociability and easy going attitude of the Irish, as a group of friends gather to enjoy a refreshing drink.  Inspired by the gentle flight of dandelion florets, bottles of Magners Light begin to float effortlessly through the bright blue sky. 

Shot in a slow and unhurried style to create a relaxed vibe, the concept was inspired by the strapline ‘light by nature’ to reflect the low calorie content of Magners Light.  This is evoked by the bottles floating heavenwards in the advert.

With the same flavour as Magners Original Irish Cider, Magners Light is low in calories at just 92 per 330ml bottle, but still 4.5%.

Music has always been an integral part of Magners’ TV commercials and this one is no different. For the Magners Light adverts, the music has evolved, along with the product, to reflect the younger, cooler and slightly edgier positioning of the new brand.

Magners Brand Manager, Richard Barnes, said, “Our new commercial highlights Magners Light as a great tasting new low calorie option and primarily targets a female audience.  The scene depicts a carefree group of friends as they gather to enjoy the craic with bottles of Magners Light, without the worry of extra calories.”

Devised by Young Euro RSCG, the commercial is running in London only on ITV, Channel 4 and Channel 5. Media agency, MPG, who are responsible for all media buying and planning for Magners have devised a London-centric campaign.

Magners Light was the first low calorie cider product of its kind when it hit the shelves in October 2007.

AJR
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