A £3m launch campaign will introduce the brand to the market with activity to include OOH, print and digital. The national launch on 5 May aims to raise awareness of the new brand amongst the fruit cider drinkers, a defined and growing market segment in the UK.
“Launching a well-loved brand from New Zealand gives Heineken a strong, differentiated presence in the fast- growing world cider sector,” said Michael Gillane, cider brand director at Heineken.
“The creative abilities that St Luke’s have consistently demonstrated in their work for Britain’s leading cider brand Strongbow show they are the right partner to bring Old Mout to life for UK drinkers.”
St Luke’s chief executive Neil Henderson added: “Old Mout brings a quirky, fun tone to the UK cider scene. We are channeling Kiwi at St Luke’s towers.”
St Luke’s has worked with Heineken on the Strongbow brand since 2005.