Old Mout cider is launching a new multi-million pound ATL campaign to further establish the brand’s unique character and increase consumer awareness and interest in the brand.
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 and the brand says it is currently the fastest growing bottled cider brand in the market – driving 30% of world cider growth in the UK off trade (Nielsen).
Heineken off-trade category & trade marketing director Craig Clarkson 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 a warm summer hopefully just around the corner, there is a clear opportunity for retailers to take full advantage of this activity. 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.
“We are ensuring that our off-trade customer partners will directly benefit by increasing the proximity of advertising sites to stores with a specially developed range of adverts that highlight the range and taste.”
The cider brand recently introduced 10x33cl packs of its Old Mout Kiwi & Lime and Passionfruit & Apple variants specifically designed to target the at-home party occasion. The Kiwi & Lime variant is also available in new 4x33cl fridge packs, designed to cater for smaller on-the-go and outdoor premium shopper occasions, such as picnics and barbecues.