That’s Magnertism: Magners turned its cider fizz into dancing feet

A cold Magners hits the ice. Seconds later, everyone’s feet start moving.

That feeling became “Magnertism,” the name Magners gave to the energy created by cold cider, warm weather and people coming together. Launched in May 2025, That’s Magnertism marked the first major campaign from ARK Agency after it became the cider brand’s lead creative partner.

At its centre was Fizzy Feet, a 30-second film directed by Tajana Tokyo.

The First Sip Started the Movement

Magners wanted to reconnect with British summers and introduce itself to a younger group of drinkers. However, the campaign also needed to retain something people already associated with the brand. Magners served over ice.

That pour became the trigger for Magnertism.

The name combined Magners with magnetism. It described the pull that brings people together when the weather is warm, the drinks are cold and the day has nowhere else to be.

Instead of turning that thought into a spoken explanation, Fizzy Feet placed the feeling inside people’s movements. The first sip released the energy. Meanwhile, the dancing feet showed how quickly it could travel through the room.

The product remained at the centre. The cider created the fizz, and the fizz started the movement.

Fizzy Feet Gave the Film Its Rhythm

Director Tajana Tokyo shot much of the film at foot level. As a result, the audience experienced the scene through movement rather than dialogue.

Choreographer Waddah Sinada gave each person a distinct rhythm. However, the dancing still felt like part of the same shared moment. That balance helped the film connect the individual pleasure of the first sip with the wider energy of the pub.

Furthermore, the low camera position kept attention away from polished performances. The movement felt playful and slightly surreal, while the setting remained familiar.

The soundtrack, choreography and edit carried the message together. In fact, the film did not need to define Magnertism in words. By the end, viewers had already seen what the term meant.

Magnertism Moved Across the UK

That’s Magnertism launched on 2 May 2025 before receiving a national rollout on 5 May. It represented the largest investment in Magners for a decade.

The campaign ran through television, digital, social media, outdoor advertising and activity across pubs and retail stores. Meanwhile, the media plan focused on keeping Magners visible during the summer moments most closely linked with cider.

Large digital outdoor placements appeared in London, Manchester, Leeds and Liverpool. Furthermore, weather triggers allowed the ads to appear during periods of good weather, when people were more likely to be thinking about drinks, parks and pub gardens.

The outdoor part of the campaign delivered 1.8 million impressions and achieved 68 percent creative recall.

At the same time, the campaign gave Magnertism room to grow beyond one film. Fizzy Feet became the first expression of a wider platform that could continue across summer events, social content and international markets.

What Made It Different

Magnertism gave a name to a familiar feeling without making it complicated.

The word linked the brand directly with the social pull of summer. Meanwhile, Fizzy Feet turned that idea into a movement people could understand before anyone explained it.

More importantly, the product had a clear job. The Magners pour over ice was not decoration placed between scenes. It started the energy and gave the dancing a reason to exist.

The campaign also used nostalgia without treating Magners as a brand from the past. Its familiar serve returned with a new visual style, a new agency and a platform designed to reach younger drinkers.

Magnertism was not presented as something people needed to learn.

It was a feeling they already knew.

Credits

That’s Magnertism: Fizzy Feet (2025). Magners Irish Cider, owned by C&C Group. Market: United Kingdom. Agency: ARK Agency. Creative Director: Jonty Harbinson. Production Partner: Hannah Needham. Client team: Jane Parlon, Phoebe Small, Iain Telford, Stuart Mackenzie and Amanda Faherty. Production: Somesuch. Director: Tajana Tokyo. Managing Director: Chris Watling. Executive Producer: Georgina Fillmore. Producer: Maurizio Von Trapp. Production Manager: Harriet Staples. Choreographer: Waddah Sinada. Director of Photography: Courtney Bennett. Post-production: Untold Studios. Producers: Jim Brown and Zuzanna Drozdz. VFX Lead: Owen Maiden. Colourist: Julian Alary. Audio: 750mph. Audio Engineer: Sam Ashwell. Audio Producer: Olivia Ray. Music supervision: Curation Music. Outdoor photographer: Nancy Anne, represented by Swerve. Media agency: Republic of Media. Launch: 2 May 2025.