Bursting with sharp blackcurrant and jammy berries, new Dark Fruit cider is the refreshing, latest addition to the Magners family. We needed to create a bold design which would translate well on to a range of printed POS and digital media for the on and off trade.

The final creative execution shows intense light bursting out of the berries against a dark, subdued backdrop, featuring the pint shot at the centre. This was photographed with Richard Mountney, where we shined up and zoomed in on some (very realistic) fake berries.

The campaign tempted many a drinker to try out Magners Dark Fruit, proving to be an impactful introduction into the category. The cider is now in high demand, making its way into over 420 outlets, with new customers joining every day.