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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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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