Cake will oversee a wide-reaching communications campaign for Magners' new pear variant.
Other Havas-owned agency, media agency MPG and creative agency Euro RSCG will also be working on the £8m comms campaign.
Cake will be raising awareness of Magners Pear through media relations, social media programmes and experiential events. The agency will also work on product placement in consumer media, celebrity seeding at major entertainment industry launches and a viral video series.
Meanwhile, Swedish brand Kopparberg Cider has hired Balance PR following a three-way pitch.
The agency's brief is to promote the Kopparberg Sampling Tour, which takes place across the UK this summer.