St. Luke's Brings The Kiwi Taste To The UK For Old Mout Cider

Following the recent win of HEINEKEN’s Old Mout Cider, St Luke’s have created a launch campaign under the strapline ‘Get the Kiwi taste for adventure’ to introduce New Zealand’s No 1 packaged cider brand to the UK market. 

Old Mout, positioned as an alternative World Cider to Kopparberg and Rekorderlig, is launching with a £3million Marketing campaign, including OOH, Print and Digital, overseen by St Luke’s.

The ATL campaign launches on 5th May and aims to generate curiosity and trial of Old Mout amongst premium fruit cider drinkers, a fast growing segment in the UK market.

The campaign brings to life the quirky, playful spirit of the Kiwis.  The executions feature a series of lines linking the exotic cider flavours of Passionfruit and Apple, Kiwi and Lime, and Summer Berries with adventurous experiences associated with life in New Zealand. 

The ATL campaign will take over digital screens in Manchester, as well as outdoor in London Underground stations and key parts of the city, plus posters near Tesco stores and press ads in the Metro. 

Michael Gillane, Cider Brand Director at HEINEKEN said: “The aim is to bring the existing quirky tone of the Old Mout brand to the UK market.  By focusing on the Kiwi sense of adventure and thirst for fun, St Luke’s have created a launch campaign which stands out in the market.” 

Neil Henderson, St Luke’s Chief Executive, said: “Old Mout is a gift of a brand.  It’s set to be a strong challenger in an exciting market.”