Magners case study
Driving brand consideration with OOH
Magners is known for its refreshing Irish cider, crafted using high quality apples and a heritage rooted in tradition. Synonymous with sociable summer moments, the brand continues to connect with audiences by delivering crisp, refreshing experiences designed to be enjoyed in great company.
That’s Magnertism
See how Magners used Out of Home advertising to reach a younger audience, build awareness and increase brand consideration during key summer moments.
Campaign
Magners launched the That’s Magnertism campaign to reach a younger audience and increase brand awareness and consideration during the summer months. Using a data led approach, the campaign targeted cider buyers and competitor audiences to maximise relevance and impact.
Strategy
The campaign combined large format digital Out of Home with strategic upweighting in key cities including London, Manchester, Leeds and Liverpool. By leveraging retail and audience data, Magners ensured strong visibility in high performing locations.
Results
Using always on weather triggers, the campaign activated during periods of good weather to align with peak consumption moments. This smart, programmatic approach delivered timely messaging at scale, achieving 68 percent creative recall and 1.8 million impressions across the campaign.
Buying OOH programmatically allowed us to be truly agile - reacting to weather and location in real time and making sure Magners appeared in those key occasions that matter to our consumers.
Phoebe Small | Head of Brand | Magners Cider
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