Magners Light hits big screen

Magners Light is being backed by a London cinema campaign focusing on slots around

Sex

and the City.

The main Magners brand also has new advertising featuring the brand's master cider maker and head orchard keeper,

that will appear in poster, print and radio formats.

The Magners Light campaign is on 196 screens at Pearl & Dean and Carlton cinemas for five weeks from May 30.

There will also be sampling at five cinemas where the TV ad will be shown on plasma screens around the building.

Brand manager Richard Barnes said: "We will reach approximately 2.5 million cinema-goers in London, the vast majority of which form the core target audience for Magners Light."