Heineken-owned fruit cider brand Old Mout has unveiled its UK launch campaign ‘Get the Kiwi taste for adventure’, designed to introduce the New Zealand brand to the UK market.
Created by St Luke’s, Old Mout is positioned as an alternative to the likes of Kopparberg and Rekorderlig.
The £3m marketing campaign, which includes OOH, print and digital, commences with the above-the-line launch today (Monday 5 May) which aims to generate curiosity and trial of the brand amongst premium fruit cider drinkers. The creative itself tries to bring to life the quirky and playful spirit of the Kiwis, with executions featuring a series of lines linking the Old Mout flavours to life in New Zealand.
“The aim is to bring the existing quirky tone of the Old Mout brand to the UK market. By focusing on the Kiwi sense of adventure and thirst for fun, St Luke’s have created a launch campaign which stands out in the market,” said Michael Gillane, cider brand director at Heineken.
Neil Henderson, St Luke’s chief executive, added: “Old Mout is a gift of a brand. It’s set to be a strong challenger in an exciting market.”
The ATL activity will take over digital screens in Manchester, as well as outdoor in London Underground stations and key parts of the city. Posters will also appear close to Tesco stores with press ads running in the Metro.
Heineken announced St Luke’s had won the Old Mout account at the end of April.