Brief Description: This paper demonstrates how the successful Magners campaign was founded on the combination of a solid product and proposition, which identified an opportunity in the market for ‘premium’ cider, and an integrated sales and marketing programme. Using a high-impact and engaging communications strategy the advertising was used aggressively on a regional ‘colonise and conquer’ basis to generate mass consumer demand. In the three years since it launched, Magners has become the No. 1 selling packaged, long, alcoholic drink in the UK on-trade and has rejuvenated the cider category. The advertising delivered an ROI of up to £26.93 and the Cantrell & Cochrane share price rose from €2 to €12, by the end of 2006.; ---(TAGS)--- Full Title: The Magners Effect - How Magners Irish Cider single-handedly re-invigorated the cider category; Number: 2007/11; Brand: Magners; Client: C&C; Product Category: Drink (Cider/perry) ; Drink (Alcoholic drinks - all); Agency: Media Planning Group; Author: Martyn Stokes, Simon Jenkins, Mark Nolan; Prize Winners: Silver, Best New Client, Best Idea (Adworks ref: Advertising Works 16)