Heineken has launched a new advertising campaign for Old Mout, in a bid to increase consumer awareness and interest in the world cider.
The campaign is running across out-of-home and video-on-demand, with support from below the line, social and experiential channels. The brand’s new Pomegranate & Strawberry flavour will be promoted, as well as established variants Kiwi & Lime and Passionfruit & Apple.
Old Mout, which originates from New Zealand, was launched in the UK market last year and is positioned to compete in the fast-growing World Cider market. The campaign, which Heineken says is inspired by the quirky Kiwi sense of humour, aims to associate the brand with an adventurous lifestyle and encourage people to try the unexpected fruit and cider combinations. It features the strapline, “The Kiwi taste for adventure”.
Emma Sherwood-Smith, Brand Unit Director of Cider Brands at Heineken, said: “With consumer interest in brands that offer quality and provenance showing no sign of abating, there is a clear opportunity for Old Mout in the UK. Heineken has ambitious plans across the cider portfolio and we’re hopeful this campaign will build on a very successful launch in 2014 and encourage Old Mout consumers to embrace their inner Kiwi!”
