Irish cider brand, Magners, is the official cider partner of Underbelly, one of the largest comedy venues at the world’s biggest arts festival. Magners is its official cider partner. Comedy is loved by fans for its irreverence so creative agency, ARK Agency, seized the opportunity to speak to fans in “their language”.

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

The agency created a cheeky mural on Brighton Street, Edinburgh.

Xander Hart, creative partner, ARK Agency, stated: “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.”

 The mural continues the That’s Magnertism platform, that launched in May 2025 and has driven Magners’ broader UK marketing since.

The partnership sits within Magners’ wider sponsorship of Underbelly, through which the brand’s Original Irish Cider, 0.0%, and Dark Fruit are 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, that culminates in a funded run at Underbelly’s Wee Coo at this year’s Fringe.

Als in its summer plans is a return to TV screens for the brand’s That’s Magnertism commercial, created by ARK in May 2025, 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.

Phoebe Small, head of brand, Magners, stated, “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.”

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