LONDON, May 2025: Magners is set to fizz this summer, and it’s pulling people in. ARK Agency has unveiled its first major campaign for Magners since being appointed as the lead strategic and creative agency for the iconic Irish cider brand, marking a bold new direction for Magners, that aims to reinvigorate consumer love for the brand.
Titled “That’s Magnertism”, the campaign reintroduces Magners to UK consumers with a powerful burst of energy and nostalgia, celebrating the brand’s iconic serve over ice while tapping into the force and the feeling that is Magnertism – capturing the unique energy and the power of people and moments spent together.
Magners, owned by C&C Group, has long held a special place in British pub gardens, parks, and festivals. A true icon of summer, it’s a brand many remember fondly for its unmistakable serve over ice, which revolutionised the category almost 20 years ago. Magners, with the help of ARK agency, is stepping back into the spotlight with the momentum of a brand ready to reclaim its space, as a standout in cider.
“‘That’s Magnertism’ captures the unique spark that Magners brings to any moment. It’s nostalgic, effortless, and perfectly timed. We wanted to put Magners back where it belongs; in the hands of every summer lover, festival goer and get-out-on-the-grass type consumer across the UK, and with temperatures set to rise this weekend it looks like we’ve timed the campaign launch perfectly” said Jane Parlon, Brand Marketing Director at Magners.
This is the first major campaign from ARK since being appointed as Magners’ retained lead agency. Chosen for their strategic clarity and fresh creative perspective, ARK is helping shape a new chapter for Magners, one that builds on its heritage while reintroducing the brand to a new generation of drinkers.
“‘Magnertism’ captures that unmistakable pull Magners has always had. It’s not just about the drink, it’s about the feeling and the times it brings with it. To bottle the unique energy that makes the Magners brand iconic” said Mike Wilton, Founder at ARK Agency.
Mat Goff, Founder at ARK Agency added: “Magners is a brand people remember and love, they’ve just been wondering why it left the chat. Well now it’s back, right where you’d expect to find it, bringing vibes and pulling people into a bar near you this summer.”
Directed by Tajana Tokyo of Somesuch, the films bring a bold visual language and rhythm to the ‘Magnertism’ platform, balancing surreal touches with emotional clarity. An award-winning director whose work spans short film, music video and commercial worlds, Tokyo brings a distinctive cinematic energy to the campaign. Her accolades include Best R&B/Soul Video at the UKMVAs, Best Music Video Director at the British Young Arrows, and Gold at the Shark Awards. Tokyo’s confident, character-led, and emotionally resonant style helps make this next chapter for Magners feel both fresh and culturally grounded.
“From the start, we wanted the films to feel like little moments of magnetism, charged with feeling, but never forced. There’s a quiet confidence to Magners and a real joy in how it fits into people’s lives. My aim was to reflect that with warmth, rhythm, and a touch of surreal energy that still feels grounded and relatable.” Said Tajana Tokyo, Director, Somesuch. Tokyo added “The campaign captures the essence of summer. The moments you can’t quite put into words, but you know exactly when they happen. It’s about bringing those moments to life with a natural, effortless energy.”
The campaign marks the start of a broader plan to re-establish Magners not only in the UK, but also in international markets, where the brand has seen growing potential. The fully integrated campaign spans TV, OOH, DOOH, social, and digital, with activity going live from May 2nd and peaking with a national rollout on May 5th. Republic of Media handled media planning and buying.
