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Magners has been crafting real Irish cider for over 90 years using only the finest Irish apples – that’s why every bottle has a golden foil seal. This foil however, has become more than a signifier of quality, it's become a ritual that's part of the Magners experience – consumers can't help but peel it off when enjoying an ice cold Magners. So, we brought this ritual to life in an OOH activation called ‘The Peelboard’ – the billboard that rewarded people for peeling it down. Pub goers were invited to peel down the gold foil to reveal a hidden message, in exchange for an ice cold Magners at Irish pubs across Australia. The mobile ‘Peelboard’ gave away over 250 pints in just over an hour.