Calling the naturally adventurous...Old Mout Launches £5m campaign

Old Mout cider is calling the naturally adventurous in a playful £5m campaign.

The New Zealand-born cider will have nationwide, contextual ads from April to August, driving people to their local watering hole. So whether the sun is shining, or a consumer finds themselves near a local pub or shop, the adverts will be tailored for them.

Emma Sherwood-Smith, cider director and head of the kiwi bird’s adoptive family, says: “We have the best ambassador of all ciders – our very own quirky kiwi bird. His inimitable personality brings to life everything Old Mout stands for. That’s to make every day a little more adventurous and to keep our adventurous nature at its inspiring best.”

From out of home, to digital, to mobile and everything in between, drinkers will see the brand’s kiwi spirit of adventure brought to life throughout the summer.

Old Mout is building its fan base across the UK and is currently the fastest growing premium flavoured cider in the market[1].

Emma continues: “We’ve got our little kiwi encouraging people to ‘hatch’ a plan for long weekends, or to be ‘berry’ adventurous with our delicious fruit-flavoured cider. Drinkers view Old Mout as the most original and unique cider[2] in the market so with that responsibility, we need a unique marketing campaign. We are confident that our new campaign drives footfall and trial and will therefore add value to our customers’ businesses.”

Old Mout is available in four familiar fruit flavours with an adventurous twist - Strawberry & Pomegranate, Kiwi & Lime, Passion fruit & Apple and Summer Berries.

[1] Source: CGA and Nielsen MAT Feb 2017

[2] Source: TNS OneEquity Tracker MAT Q4 2016