That's Magnertism

Magners has unveiled a cheeky new mural on Brighton Street, Edinburgh, marking its ongoing sponsorship of Underbelly; one of the largest comedy venues at the world's biggest arts festival. Magners is its official cider partner.

Created by creative agency ARK, the mural continues the 'That's Magnertism' platform, which launched in May 2025 and has driven Magners' broader UK marketing since.

Rather than the polished, product-glorifying imagery typically associated with drinks brands, Magners opted for something rawer and more irreverent - betting that comedy fans queuing for Underbelly's stages will get the joke instantly, without it being over-explained.

The partnership sits within Magners' wider sponsorship of Underbelly, which sees the brand's Original Irish Cider, 0.0%, and Dark Fruit poured across 13 venues throughout the festival, alongside a dedicated Magners Bar in George Square. It follows the launch of Magners' "Share The Craic" search for new stand-up talent, which culminates in a funded run at Underbelly's Wee Coo at this year's Fringe.

As part of summer plans, Magners will also return to TV screens with its That’s Magnertism commercial - created by ARK in May 2025 - that conveys the contagiously positive feeling that the first thirst-quenching gulp of Magners brings. This will be complemented by outdoor advertising that lets the liquid do the talking with macro shots of Magners that highlight the refreshing choice Magners and the wider category offers during the summer months.

Xander Hart, Creative Partner, ARK Agency, said: "Drinks advertising is obsessed with looking good, with someone loving what's in the glass. We wanted to do the opposite. There's something honest about a spit-take: it's the biggest compliment comedy can get. We knew comedy fans queuing outside Underbelly would clock that immediately, and we loved that Magners was brave enough to let us show their product being spat out" .

Phoebe Small, Head of Brand, Magners, said: "The Fringe has this brilliant, unpredictable energy. Anything can happen on stage, and the audience is right there with it. We wanted our sponsorship to have that same spirit rather than just putting our name on a wall. Magners has always been about spontaneity and good craic, so poking fun at ourselves felt like the most honest way to show up at the world's biggest arts festival."

Marina Dixon, Underbelly's Head of Programming, said: "The Edinburgh Festival Fringe is where so many great comedy careers begin, and many have been launched on Underbelly stages. We're passionate about helping new talent find their audience. Through 'Share The Craic', we're excited to support the next wave of comedians with mentoring and guidance, alongside the opportunity to bring their show to Underbelly at the Edinburgh Fringe and take that all-important next step in their career."

The mural went live on Brighton Street, Edinburgh, on 11th August 2026, and will remain in place for the duration of the Edinburgh Festival Fringe, which runs until 31st August 2026.