Magners unveils ‘The Peelboard’ billboard to reward pub goers with pints during Lions Tour

August 26 2025, 5:47 pm | BY Ricki Green | No Comments

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 up on its ‘Real to Our Core’ campaign that leveraged the Magner’s iconic gold foil, Good Drinks Australia has brought the ritual to life throughout the British Lions and Wallabies Tour with ‘The Peelboard’, the billboard that rewards 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 unveils ‘The Peelboard’ billboard to reward pub goers with pints during Lions Tour Magners unveils ‘The Peelboard’ billboard to reward pub goers with pints during Lions Tour Magners unveils ‘The Peelboard’ billboard to reward pub goers with pints during Lions Tour Magners unveils ‘The Peelboard’ billboard to reward pub goers with pints during Lions Tour Magners unveils ‘The Peelboard’ billboard to reward pub goers with pints during Lions Tour Magners unveils ‘The Peelboard’ billboard to reward pub goers with pints during Lions Tour Magners unveils ‘The Peelboard’ billboard to reward pub goers with pints during Lions Tour

Good Drinks Australia
Creative lead: Chris Rowson
Head of marketing: Rebecca Lauchlan
Brand Manager: Daniel English
Brand Manager: Mimi Crompton
Head of Sales and Marketing: Mick McKeown
Media: Dentsu
Peelboard Production: Streetfighter
Director: Harvey Hogan

 

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