drink activates Original Sessions for Magners
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drink, the integrated marketing agency specialising in food and drink sectors, today announces its partnership with Magners Original Cider to roll out “Original Sessions”, a series of free mini festival-style events across the UK.
As part of drink’s ongoing two year relationship with Magners, the agency was tasked with creating a campaign that brings to life the “Now is a good time” brand platform and drives reappraisal of the brand with the 25-35 year old demographic. Additionally, the solution needed to support sales and foster relationships with key customer partners.
As the strategic lead, drink founded the Original Sessions platform around fundamental trade and consumer insights that brand experiences are critical for both customers and the brand’s consumer audience to deliver on the Magners proposition. For trade partners, branded experiences in their venue are critical for creating new reasons for patrons to visit, while for the consumer audience memorable brand experiences become shareable social currency as well as a physical manifestation of one of their favourite brands. drink is leading the creative development for the campaign as well as the management of all ongoing event production and activation elements.
The Original Sessions events will take place in key on-trade customer cider gardens in eight cities. Each will feature a range of live music from local artists and a plethora of entertainment including; photo-booths, street magicians and a game in which consumers can win free drinks. Local businesses will serve food created with Magners products including Magners Berry ice cream and hog roast with Magners Original Cider apple sauce. The first Session will commence on the 19th July in London and finish on 13th September in Manchester.
The campaign is already in its promotional phase and is being supported more widely over a four month period through digital, PR and in-bar communications. The brand’s social media channels are being activated including MagnersUK Facebook and Twitter pages.
Joanna Davies, managing partner, drink, commented:
“We’re really excited to finally see the fruits of our “Original Sessions” concept come to life. We believe that the campaign will deliver the right experience that differentiates the brand’s offer by propelling everyday mid-tempo occasions into memorable share-worthy happenings. Furthermore, the immersive and transformational nature of the events underlines the brand’s commitment to providing its consumers with a good time, whilst supporting local businesses and music.”
Alasdair Bayne, Magners, commented:
“For our target audience brand experiences should have emotional and social currency. Today’s consumer thinks beyond the product and strives to amass key life experiences. drink has created a truly memorable brand event to fulfil both our consumer and trade needs by leveraging the “Now is a Good Time” platform. We’re looking forward to seeing the reaction from our audiences.”
