The TV campaign, created by The Red Brick Road, marks the first time the cider brand has changed its communication strategy since its launch in 2006.
The new campaign is set in the town of Clonmel, Tipperary in southern Ireland where Magners is made. It shows bizarre behaviour which seems perfectly acceptable to the people who live there.
The first ad called 'Straight' brings to life the importance for Magners in pressing apples as quickly as possible so that they can capture the juice at its best. The second ad 'Catch' focuses on the company waiting for their apples to be at their best and only harvest them when they fall from the trees rather than pick them prematurely. Plus the new "There's method in the Magners" campaign.
Paul Bartlett, marketing director at Magners said: "Magners is a very strong brand, with a fantastic heritage. This new campaign provides us with the springboard for future growth and will enable us to stand apart within the category."
In 2009 Magners Pear launched a campaign featuring comedian Mark Watson following the variant's launch earlier in the year.
