As past of Magners GBP21 million marketing budget for 2006, C&C is preparing to launch a TV advertising campaign this autumn.
The ad, which will air from October to February, will run for 30 seconds, showing scenes of an apple harvest followed by an image of people drinking in a pub. The campaign will be supported by an increased outdoor campaign and radio advertising.
In early September, C&C announced plans to invest E200 million to double its cider production capacity in Clonmel within 18 months to meet the tremendous rise in demand for its Magners brand in the UK.
After its initial UK rollout in Northern Ireland four years ago, the popularity of Magners has grown at an exponential rate, and the brand is now understood to hold more than 15% of the UK cider market.
