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Magners low-calorie brand targets women in TV ad

Published:  30 November, 1999

Cider brand to target lower-calorie variant at women drinkers via a TV ad campaign.

The Magner's ad, which carries the strapline 'Light by Nature,' is set in an apple orchard and shows bottles of Magners Light floating away into the air.

Set in the lush lush green pastures of Clonmel, Co. Tipperary, the commerical is due to air for the first time on April 14.

"Our new commercial highlights Magners Light as a great tasting new low-calorie option and primarily targets a female audience, Magners brand manager Richard Barnes said.

"The scene depicts a carefree group of friends as they gather to enjoy the craic with bottles of Magners Light, without the worry of extra calories."

Magners Light has 92 calories per 33cl bottle, but is still 4.5% abv.

Devised by Young Euro RSCG, the commercial will run in London only on ITV, Channel 4 and Channel 5.

Media agency, MPG, who are responsible for all media buying and planning for Magners have devised a London-centric campaign.

From the makers of Magners Original Irish Cider, the capital's number one over-ice cider brand, Magners Light was the first low calorie cider product of its kind when it hit the shelves in October 2007.