Heineken has invested £4m in an above-the-line push to raise awareness and increase trial of its Old Mout fruit cider brand.
Originating from New Zealand Old Mout was launched in the UK last year with the new campaign, created by St Luke’s, hoping to associate the brand with the adventurous Kiwi attitude to life.
Head of cider at Heineken, Emma Sherwood-Smith, confirmed “ambitious plans across the cider portfolio,” adding: “This campaign will build on a very successful launch in 2014 with a bigger spend across a wider range of channels.”
St Luke’s chief executive, Neil Henderson, commented: “The Kiwi lifestyle is hugely attractive to our adventurous drinkers and the quirky tone is helping make Old Mout a big hit.”
The campaign (live from Monday 29 June) will run across out-of-home and video on demand with below the line, social and experiential support.