Bord na Móna introduces ‘FireMagic’ breakthrough
Bord na Móna says its new FireMagic product is guaranteed to always light first time and create the intense glow of a full, real fire within 15 minutes.
22 November 2010
Bord na Móna Fuels Ltd, the largest supplier of solid fuel in Ireland, is launching ‘FireMagic’, its revolutionary new product innovation that guarantees the fastest and fullest ‘real’ fire within minutes. Not only will it light consumer’s fires instantly but it will also form the fire.
Quicker to ignite and generating heat more quickly, FireMagic is Bord na Móna’s biggest new product development in 2010, representing a total investment of over €1 million for this year’s winter campaign. The new product is set to be a real game-changer within the category, coming with the assurance that it will light first time, every time, and will create the intense glow of a full, real fire within 15 minutes of lighting. The product is the first of its kind globally and ultimately takes the hassle and guess work out of making a real fire from scratch.
Kerosene-free, FireMagic is a key new product in Bord na Móna’s eco-friendly range of solid fuel solutions. It’s quick, clean and economical to use, providing a convenient substitute for other fire making products such as kindling, paper and sticks.
The FireMagic launch campaign is being extensively promoted, beginning with a national TV advertising burst which will run through the peak winter months until March 2011 and will be activated in tandem with sponsorship of drive-time weekend radio shows and prominent trade and consumer PR launch activity.
In store, FireMagic will be supported with colourful display mounts and point of sale materials including ready merchandised display cases and free standing fixture displays. Bord na Móna FireMagic will be sold as a three pack with some special introductory offers to include an added value pack later in the season.
Fire Magic is available through Allegro Distribution or Bord na Móna Fuels Direct on 1850 744755.