Good Drinks Australia launches new ‘Real To Our Core’ campaign for Magners Irish Cider

March 24 2025, 2:34 pm | BY Ricki Green | No Comments

Magners has been crafting real Irish cider made from real Irish apples since 1935. Good Drinks Australia’s internal creative team have launched ‘Real To Our Core’, a campaign that reminds Aussies that life is better when we keep things real.

 

The campaign consists of a film, on premise poster series, merchandise and product OOH – which all celebrate the iconic Magners brown pint bottle.

The 15 sec film was created by Tactyc Studio, which crafted a delicious foil world that unravels from the Magners bottle: trees grow, apples fall and toasting pint glasses.

Says Chris Rowson, head of creative at Good Drinks: “The foil has become one of the pint bottles’ most premium and memorable design details, so it made sense to ground the film in this world. The unravelling foil was actually inspired by Magners drinkers, who often subconsciously peel and play with the gold foil whilst enjoying their ice-cold cider.”

Good Drinks Australia launches new ‘Real To Our Core’ campaign for Magners Irish Cider

The poster series was crafted in-house and highlights the use of real Irish apples using their most distinctive brand asset – the brown pint bottle. Using a reductive graphic illustration style the iconic bottle was paired with apples in playful and surprising compositions – visually communicating the use of real Irish apples. One poster cleverly depicts a giant apple being poured out of a bottle which looks like a stem, another shows a sliced apple with pips that mimic bottles and one execution sees apples transformed into a Shamrock.

An OOH series featuring the bottle and pint glass surrounded by apples and was shot by WA based photographer Duncan Wright.

Says Rebecca Lauchlan, Head of Marketing at GDA: “We were so excited to bring Magners’ most distinctive brand assets and functional differentiators to life in this ‘Real To Our Core’ campaign. Magners is one of the fastest growing cider brands in the Australian market and this campaign sets the brand up to create even greater brand love and recognition.”

Good Drinks Australia launches new ‘Real To Our Core’ campaign for Magners Irish Cider Good Drinks Australia launches new ‘Real To Our Core’ campaign for Magners Irish Cider Good Drinks Australia launches new ‘Real To Our Core’ campaign for Magners Irish Cider Good Drinks Australia launches new ‘Real To Our Core’ campaign for Magners Irish Cider Good Drinks Australia launches new ‘Real To Our Core’ campaign for Magners Irish Cider Good Drinks Australia launches new ‘Real To Our Core’ campaign for Magners Irish Cider Good Drinks Australia launches new ‘Real To Our Core’ campaign for Magners Irish Cider Good Drinks Australia launches new ‘Real To Our Core’ campaign for Magners Irish Cider Good Drinks Australia launches new ‘Real To Our Core’ campaign for Magners Irish Cider

Head of Marketing: Rebecca Lauchlan
Head of Creative: Chris Rowson
Brand Manager: Daniel English
Brand Manager: Emily Creer

Photography: Duncan Wright
Animation: Tactyc Studio & Christoph Strohfeld

 

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