Magners has launched its summer advertising push this week with a new TV ad inspired by darkness.

‘Made in the Dark for a better taste’ focuses on the importance of darkness to Magners’ maturation process. The 40-second ad shows the inhabitants of Magners’ Irish home town, Clonmel, going about their daily activities- such as playing tennis or attending the local nudist society - in the dark.

The push will be supported by an outdoor campaign that includes major pushes in seven underground stations, plus digital activity. “The campaign will be complemented by on-pack promotions that we will announce in the coming weeks,” said head of marketing Kirsty Hunter.