HEINEKEN is launching a new ATL campaign for Old Mout with a £4m media spend, in order to raise awareness and increase trial of the premium fruit cider.

The campaign went live on 29th June, and will run across out-of-home and video-on-demand, with support from BTL, social and experiential channels.

Old Mout, originating from New Zealand, was launched in the UK market last year and is positioned to compete in the fast-growing World Cider market.

The campaign aims to associate the brand with the adventurous Kiwi attitude to life and encourage people to try the unexpected fruit. It features the strapline “The Kiwi taste for adventure”.  

The new flavour “Pomegranate & Strawberry” will be promoted, as well as established flavours “Kiwi & Lime” and “Passionfruit & Apple”.

The campaign has been devised by retained agency St Luke’s with media planning by Starcom Mediavest.

Neil Henderson, St Luke’s Chief Executive, said “The Kiwi lifestyle is hugely attractive to our adventurous drinkers and the quirky tone is helping make Old Mout a big hit”.

Emma Sherwood-Smith, Head of Cider at HEINEKEN, said “Heineken has ambitious plans across the cider portfolio. This campaign will build on a very successful launch in 2014 with a bigger spend across a wider range of channels”