Heineken backs Old Mout launch with £3m campaign

01 May, 2014

Heineken is running a £3 million marketing campaign to back the launch of New Zealand cider Old Mout.

Outdoor and print ads will run alongside a sampling and digital marketing campaign.

Cider brand director Michael Gillane said: “The campaign brings to life the quirky, playful spirit of the Kiwis through a series of creative executions, which link the exciting cider flavours of Passionfruit & Apple, Kiwi & Lime and Summer Berries with adventurous experiences associated with life in New Zealand.”

Old Mout’s three flavours weigh in at 4% abv and are targeted at young adults. The brand is New Zealand’s top-selling packaged cider and its launch is part of Heineken’s plans to boost sales of world ciders.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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