The latest instalment in the award winning ‘There’s Method in the Magners’ series, ‘Made in the Dark’ is set almost entirely in darkness and features the inhabitants of Clonmel continuing their normal daily activities at night and not being held back by bad light – whether that is playing tennis, getting their hair-cut or attending the local nudist society. Glimpses of the action along with the voice-over encourage the viewer to fill in the blanks. The ad then continues with the voice-over “cider made in the dark tastes better when you drink it in the light” and finishes in a sunny pub garden where a man accidently bumps into a girl before saying ‘sorry I didn’t see you there’. It finishes with the super ‘There’s Method in the Magners’.

We received a hugely positive response, with 90% of publicans actively engaging with the communication. As a result of this element of the campaign, Magners saw engagement increase as a whole with all its key customers.