MAGNERS NORTHERN IRELAND

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Magners Launches New Advertising Campaign - EMBRACE THE PEAR

Magners' new ad campaign which breaks on May 1st, reinforces over 70 years of tradition by caricaturing the passion of its orchard workers who have taken some time to extend their passion beyond that of apples before they embrace pears - with new Magners Pear.

Shot on location in Clonmel, the new campaign focuses on the Magners orchard workers who have been immersed in 70+ years of tradition and heritage, revolving around orchards and apples, and who are now being challenged and invited to embrace the new Magners Pear world.

The new 40-second TV commercial depicts the workforce undergoing some 'Pearapy' by a psychologist to introduce them to the Pear. While they are a little slow to embrace this new idea, Magners are convinced that consumers will embrace the new Magners Pear product much faster.' At Magners it's taken us a mere 70 years to embrace the Pear. You'll get there a tad quicker'.

Commenting on the campaign, Marketing Director, Stephen Kent said, “The Embrace the Pear campaign is a light hearted approach to our applecentric world and our apple cider-making heritage in Clonmel. This new campaign explains how it may have taken Magners of Clonmel 70 years to launch and embrace the pear variant but, we are confident that consumers will embrace the new Magners Pear a lot faster. Sales have shown that consumers are already embracing the Pear, with new Magners Pear already exceeding our sales targets”

Devised by Young Euro RSCG, the new Bulmers TV ad will be on air from May 1st and will be supported by a heavy weight Outdoor, Digital, Radio and Press campaign. For further details check out www.embracethepear.com from May 1st.

Embrace the Pear! Click here to see the new Pear Ad