Heineken launches new Old Mout cider campaign
2nd June 2016
The national campaign goes live this week and will run across out of home, press and online. Each channel has a dedicated creative, building on the brand’s philosophy of encouraging drinkers to get ‘the Kiwi taste for adventure’. Old Mout, which originates from New Zealand, launched into the UK market in 2014 is growing at a phenomenal rate – contributing 17% volume growth to the market in the on trade.
Emma Sherwood-Smith, Brand Unit Director of Cider Brands at Heineken, said: “We have tripled our media spend on Old Mout compared to last year, as the brand is growing and the world cider segment is driving value within the category. With warm weather, hopefully just around the corner, there is a clear opportunity for publicans to take full advantage of this mass consumer awareness activity.
“Old Mout drives value for licensees – a branded glass, filled with ice, a cold Old Mout and a garnish of fresh fruit, can command a more premium price and is a real point of difference to other ciders.
The campaign will see an on and offline partnership with Time Out magazine, supported by national outdoor advertising, as well as the eye-catching creatives appearing on buses and the tube.« Back to News