UK: Magners Light targets UK females in vanity hotspots

C&C Group has launched two campaigns for its Magners Light cider brand in hairdressers and health clubs across London to target a female audience.

The Ireland-based drinks company said today (21 April) that up to 111 hair and beauty salons across the English capital will screen the Magners Light advert on interactive I-Vu screens for four weeks.

Participating salons, including Hair Associates, Headmasters and Trevor Sorbie salons, will display Magners Light POS, with competitions and product sampling in selected outlets.

Additionally, a number of London fitness chains, including LA Fitness, David Lloyd, Esporta and Cannons, will display six-sheet Magners Light adverts across 62 of their clubs for two weeks. The campaign will include mirror vinyls and women's locker posters to appeal to a predominantly female audience, the company said. Financial details behind the promo push were not disclosed.

Magners brand manager Richard Barnes said: "The gym and salon campaigns continue to highlight Magners Light as a great tasting new low calorie option. Following the Light television advertising launch, we wanted to offer continuous and sustained support through other, less conventional media channels."

Barnes added: "This is a perfect example of how we are constantly looking for fresh and innovative ways to market our premium products and these campaigns are sure to capture the imagination of our female target audience."