Magners: Real Irish Gold
Magners has been crafting real Irish cider for over 90 years using only the finest irish apples – that’s why every bottle has a golden foil seal. This foil however, has become more than a signifier of quality, it's become a ritual that's part of the Magners experience – consumers can't help but peel it off when enjoying an ice cold Magners. Following their ‘Real to Our Core’ film that leveraged the Magner's iconic gold foil, the brand brought this ritual to life throughout Australia with OHH and activation ‘The Peelboard’ – the billboard that rewarded people for peeling it down. Pub goers were invited to peel down the gold foil to reveal a hidden message, in exchange for an ice cold Magners at Irish pubs across Sydney. The mobile ‘Peelboard’ gave away over 250 pints in just over an hour. Magners is now the fastest-growing cider brand in Australia.
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