In a bid to drive reappraisal of the brand within the 25-35-year-old demographic, the Original Sessions events will take place in key on-trade customer cider gardens in eight cities. Each will feature a range of live music from local artists and entertainment including photobooths, street magicians and a game in which consumers can win free drinks.
Local businesses will serve food created with Magners products including Magners Berry ice cream and hog roast with Magners Original Cider apple sauce. The first Session will be held on 19 July in London, with the event series rounding off on 13 September in Manchester.
Alasdair Bayne, on trade brand activation manager at Magners, said: "For our target audience brand experiences should have emotional and social currency. Today’s consumer thinks beyond the product and strives to amass key life experiences.
"Drink has created a truly memorable brand event to fulfil both our consumer and trade needs by leveraging the 'Now is a Good Time' platform. We’re looking forward to seeing the reaction from our audiences."
Joanna Davies, managing partner at Drink, added the campaign will deliver the right experience that differentiates the brand's offer by propelling everyday mid-tempo occasions into memorable shareworthy happenings.
Drink, which has worked with Magners for the last two years, is leading the creative development for the campaign as well as the management of all ongoing event production and activation elements.
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