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Matured in oak barrels, Magners is made in the dark for a better taste. It’s the magical ingredient. So when the Irish cider brand wanted to make Magners the summer drink of choice, we launched a nationwide search for urban areas in dire need of a makeover.

Of course, these makeovers would happen overnight. In the dark. Then all summer, these cider gardens would be the perfect place for people to get together over Magners, enjoying local acts and artists invited to showcase their talents. People could even experience the Magners great outdoors indoors with limited edition packs that could be planted to grow their very own cider apple trees.

Magners On-Trade exposure peaked | Elvis

Cannes Lions best use of experiential marketing