Challenge

Across 2005/2006, Magners Irish Cider revolutionised cider in the UK by establishing the premium cider category. It fast became the most successful alcoholic drink launch in a generation. Why was it such a success? A great product, a compelling brand and our engaging high impact, award winning communications plan. In May 2009, a year after Scottish Courage had launched and established Bulmers Pear Cider we were briefed to launch Magners Pear Cider. Our objective was to create buzz around the iconic Magners brand with 18-34 Adults whilst helping to secure distribution on and off trade.

Solution

Communications had to disrupt the category again. We had to surround our target with high impact and relevant impacts across TV, outdoor and digital. This however was not enough, we had to ensure the broadcast message of 'zero disappointment' was delivered through ensuring our audience could find the new product in trade. We did this through a combination of proximity 6 sheets mapped to our estate, and by developing a 'pear finder' application for mobiles. The latter, let our consumers know how close they were to a Magners Pear stockist, limiting the chance of them not finding the product.

Results

Magners Pear awareness was 5% ahead of Bulmers Pear just a month after launch*, and we exceeded fiscal sales target in the first three months of the campaign going live.

*Hall and Partners