Magners hails marketing as volumes grow
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Magners owner C&C Group says that the multimillion pound repositioning campaign launched for the cider in March has helped return the brand back to volume growth in the UK for the first time since 2007.
Volumes grew 0.7% in the six months to 31 August, buoyed by 4% volume and value growth in the cider market.
C&C adds that the initial feedback on the “Method in the Magners” campaign, which positioned the brand as unconventional but traditional, was “good”.
The company claims that the campaign also helped return the brand to the top of the ’share of voice’ for above the line advertising spend in its category.
“The positive improvement in the brand health measures suggests that the investment has been effective,” the company adds.
The campaign marked the first time Magners has changed its communication strategy since its launch in 2006.
After initial success, Magners’ sales slumped in the wake of increased competition from brands including Kopparberg.
YouGov Insight:
British Drinking
- The trend towards teetotalism is on the increase, possibly influenced by lifestyles of ethnic minorities, not to mention health concerns among the wider population.
- 69% of UK adults believe that binge-drinking is a ’British Thing’.
- 60% of UK adults agree that alcohol packaging should have health warnings like on cigarette packets.
- 53% of UK adults agree that low prices for alcohol are to blame for binge drinking.
- 40% of UK adults agree that the government should set a minimum price for alcohol.
- 47% of alcohol drinkers say most of their drinks budget is spent on drinking at home.
Click here for more information on this YouGov market report
Readers' comments (1)
Jerry Charter | Tue, 12 Oct 2010 2:15 pm
If the market grew 4% and Magners only grew 0.7% ..then despite the relaunch they lost market share...not so great.!!!!!
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