The Irish Entrance

BACK TO OUR WORK

CLIENT:

Magners

COMPLETED:

2025

CATEGORY:

PUBLIC RELATIONS, SOCIAL MEDIA

Let’s be honest, we’ve all done the famous “Irish Exit”. Our campaign flipped the narrative, that while the Irish might leave abruptly, they arrive with an energy and level of craic we could only dream of in the UK. Introducing The Irish Entrance.

Magners was huge back in the 2000s, but others have overtaken it both on tap lineups, and in culture, particularly another Irish drink. How could we ride the cultural green wave to reposition Magners as a drink to quench the thirst of 2025’s drinkers?

the challenge

Bring Magners back into the cultural conversation.

THE SOLUTION

Inspired by the new Magners advert depicting the energy around Magners from the moment you step into a pub, we created The Irish Entrance. First, as a concept, this was about skipping the small talk and shaking off the pressures of modern life to embrace a social get-together from the off. But how might the physical manifestation come to life?

THE execution

Our main activity for the campaign was a takeover of the Irish pub Molly Mc’s in Southwark. The Irish Entrance ensured that from entering the pub, the day was put to one side, and attendees (including media and influencers) were fully in the moment.

At the heart of the experience was a short bespoke set by Irish comedian Andrew Ryan, with laughter the key to driving connections between people. Irish dancing, music and iconic spice bags, which had taken London by storm in 2025, ensured every touchpoint was covered. Oh, and not forgetting Magners Irish Cider over ice.

Giving our activation further media relevance, we ran research into the things holding us back when it comes to being in the moment from the first sip, and what we’re really seeking – laughter, conversation and connection.