Insight
Turns out, the idea of a dark fruit cider wasn’t a dark horse at all. It was a new favourite, rising fast in popularity… Magners came to Multiply with the task of creating a campaign look and feel for the on trade launch.
We started by finding out more about who our drinkers were. Through consumer research, we pinpointed a profile: 18-24, lower personal income, and twice as likely to spend an evening at the pub. Armed with that information, the next question was:
“How to differentiate Magners Dark Fruit from its main competitor, and stand out as something unique?”
We opted to do so through mystery, and the interplay of light and darkness. Not only would this be visually appealing, it would also create a sense of wonder for people seeing it for the first time.
Work in Progress
We were proud to have worked on this campaign from start to finish, from the early concept stages to photography to implementation in the on trade.
Concepting
At this stage, it was all about ideas and the stories behind them. That meant minds wandering creatively, being mindful of competitor brands’ look and feel. By the end of this process, we found our favourite – an execution showing the intense light bursting out of the berries against a dark, subdued backdrop.
Photography
Now this was fun. We had a wonderful shoot with the talented Richard Mountney and some oversized berry models. The secret to making fruit look all shiny and amazing? Olive oil, apparently.
Point of Sale
After perfecting the visuals, we adapted them into various in-bar formats and executions to make sure the campaign stood out everywhere in bar.
Production
Finally, we handled the strategy and production behind getting all the point of sale elements made and distributed to the outlets.
The Finale
The campaign tempted many a drinker to try out Magners Dark Fruit, proving to be an impactful introduction into the category. The cider is now in high demand, making its way into over 420 outlets, with new customers joining every day.
Brilliant creative, real stand out. Magners Dark Fruit has performed well for us to date, and is now in over 420 outlets. The support package created by Multiply went down so well we had to double the order.’
Fi Leonard, Customer Marketing Manager
