Magners hold true

It’s been a momentous journey but we’re delighted to reveal our relaunch campaign for the Magners brand as part of a recent multi-million pound marketing overhaul.

Following months of market research and brand development, the campaign entitled “Hold True” sees a new positioning introduced, rejuvenating the brand and injecting a new-found relevance in the 21st century. The strategy sees us champion Magners as an authentic cider that has held true to its original recipe since 1935 and remains uninfluenced by modern-day fads. In the same vein, the launch TV ad celebrates a group of musicians who remain true to themselves, however different and non-conformist that may be.

Directed by Jake Scott, who has previously filmed promos for the likes of Oasis and Radiohead, it sees an eclectic range of music artists playing the classic Rolling Stones song “I’m free to do what I want”. Among the line-up we hear a 66 year-old punk singer, a seven-piece ska group, a harpist, a rockin’ blues band and a hip-hop artist – each musician holding true in an uncompromising and unique way. Our ECD, Simon Learman explains: “Magners has landed its new brand positioning ‘Hold True’ by celebrating a diverse range of musical talents, who each hold true to their musical ideals in a highly distinctive fashion.”

The spot airs across TV and VOD, also receiving radio and digital OOH support. Those who find themselves dancing along to the music from the ad will be glad to know three versions of the song will be available to download from Apple Music, Google Play, Spotify, Tidal and Amazon.

Watch the spot below and find out more behind the brand relaunch in an interview with our CEO Marc Nohr and CCO Ryan Newey for Campaign.