Heineken ramps up spend for Old Mout
Heineken is tripling its media spend on its Old Mout Cider brand to include the launch of a multi-million pound campaign this month.
The national campaign, which goes live this week, builds on the brand’s philosophy of encouraging drinkers to get ‘the Kiwi taste for adventure’.
Craig Clarkson, off-trade category & trade marketing director at Heineken, 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.
Old Mout, which originates from New Zealand, launched into the UK market in 2014.
Heineken recently introduced 10 x 33cl packs of 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 4 x 33cl fridge packs.