C&C Group has unveiled the latest part of its Magners Pear marketing campaign in the UK, with the launch of a seasonal TV advert.

Adopting a 'holiday' theme, the advert features comedian Mark Watson, who has appeared in all previous Magners Pear ads since the brand's launch earlier this year.

The concept, the company said today (20 July), follows that of previous adverts - disappointments that you encounter on a day-to-day basis.

"We are all obviously delighted that the brand has been adopted so quickly. Feedback from consumers has been extremely positive and encouraging for the rest of the summer season. We've had the added bonus of hot weather, which is perfect for our brand," said Paul Bartlett, marketing director for Magners Irish Cider.

"We hope that this (advert) will help to drive footfall into trade as consumers seek out the new product."

Last week, shares in C&C Group dived after the cider group said it wrongly reported a 3% rise in net sales for the first four months of its fiscal year, when sales actually fell by 5%. Cider sales fell by 6% on a constant currency basis, the group said, after claiming that sales were up 3%.

The mistake indicates that C&C Group has failed to halt almost two years of consistent sales decline in its cider division.