Devised by Young Euro RSCG, the campaign will play on the distinct Irish qualities of the brand and will focus on the importance of taking time to relax.
The 'indoor celebration' advert opens with a shot of a marquee in the Annerville orchards where groups of harvest workers and their friends gather together to enjoy an evening's 'craic' to the sounds of Irish music and dance.
The campaign will also incorporate outdoor and online elements in the coming weeks.
The cider category continues to perform relatively well in the UK where sales of traditional beer are declining.
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