C&C group has launched a television advertising campaign for its Magners Light cider brand to target female consumers in the UK.

The company said yesterday (10 April) that the adverts for the low calorie variant of Magners Original include bottles of cider floating through the sky with dandelion florets accompanied by the strapline: 'light by nature'.

Magners brand manager Richard Barnes said: "Our new commercial highlights Magners Light as a great tasting new low calorie option and primarily targets a female audience."

The advert will air from 14 April and "will run in London only on ITV, Channel 4 and Channel 5," the company said, adding that this push is "a London-centric campaign".