The cider brand, which is owned by C&C Group, has drawn up a shortlist of agencies to pitch for the business next week. At present, it works with several digital agencies in the UK and Ireland, including Cake and ad agency Euro RSCG, but intends to consolidate its digital work into a single agency.
In the six months to 31 August, C&C's overall revenues fell 10.5%, with a 2% decline in Magners' volume sales in Britain and a drop in market share. The brand is now focusing on growing sales of pint bottles of cider in the on-trade.
Magners recently launched an £8m marketing push for its pear variant, including a Magners Pear microsite and a mobile campaign. Magners Pear hit shelves in March backed by an ad campaign that used the strapline ‘100% pear, 0% disappointment'. The microsite contains footage of comic Mark Watson, who also stars in the TV ads.
The mobile campaign represented a first for Magners, with banner ads running across the O2, Vodafone, Orange, Virgin and Sky Mobile networks.
Magners' digital review follows that of its £13m UK and Ireland ad account and the appointment of Paul Bartlett, formerly of Scottish & Newcastle, as its marketing director.
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