Brother: Taking on the big boys by thinking small
This paper demonstrates how the successful Magners campaign was founded on the combination of a solid product and proposition, which identified an opportunity in the market for 'premium' cider, and an integrated sales and marketing programme. Using a high-impact and engaging communications strategy the advertising was used aggressively on a regional 'colonise and conquer' basis to generate mass consumer demand. In the three years since it launched, Magners has become the No. 1 selling packaged, long, alcoholic drink in the UK on-trade and has rejuvenated the cider category. The advertising delivered an ROI of up to £26.93 and the Cantrell & Cochrane share price rose from £2 to £12, by the end of 2006.