Publicans are under pressure. With 16 pubs closing every week in 2011, they needed to find new ways to attract and keep customers with less money to spend.

Magners were under pressure as well.

They needed to re-invigorate their relationship with the trade to ensure Magners stayed the summer drink of choice.

So, they launched the new brand idea, ‘made in the dark’ which told the story of the special oak barrels that are kept in darkness to give Magners it’s special taste.

Our task was to activate this idea.

We created an on-trade focused activity that supports the brand campaign to share with pubs around the country.

We instigated a nationwide search for pub gardens in dire need of makeovers and invited them to enter a competition to win a Made in the Dark Cider Garden transformation.

This would happen overnight. In the dark.

This activity was in partnership with the trade journal, The Publican’s Morning Advertiser, and supported by online advertising and entry mechanic.

30 pubs were chosen to get the overnight treatment, creating a relaxed, natural environment with an orchard feel, using wooden crates and hanging chairs.

This intriguing activation was very well received by both consumers and trade and raised the summer profile of Magners.

In one of the worst summers in British history, this intriguing activation was very well received by both consumers and trade and raised the summer profile of Magners:

- participating outlets reported a 3-8% year on year uplift in Magners sales.

- anecdotal feedback indicated cider garden footfall increased by 100% on good weather days.

- the cider gardens drove trade engagement, with Magners' customer satisfaction scores increasing in every category.

Good things can happen in the dark.

We believe this idea is the perfect marriage of a real trade insight, brand idea and consumer benefit. It turns a potentially tricky brand thought, ‘darkness’ and uses it as a mechanic to create magical spaces that consumers loved because they had the perfect space to drink their Magners in the summer.

Publicans loved it because their tired beer gardens were now beautiful cider orchards.

And Magners loved it as they now had permanent branding in key locations across the country and a reinvigorated relationship with the trade.