Last week saw the launch of Old Mout’s 2017 campaign just in time for cider season. This is the 4th year we have worked with Heineken on Old Mout, following the successful UK launch in 2014.
At the heart of the 2017 campaign is the lovable Kiwi protagonist who personifies Old Mout’s New Zealand roots and our love of nature and the adventures it inspires. Our campaign line ‘The Kiwi Taste For Adventure’ communicates the fun in exploring your naturally adventurous side, with a playful personality and an inherent curiosity. This adventurous optimism and quirkiness differentiates Old Mout from other ciders in the market.
The brand continues to have a finger on the cultural pulse by playing with context, making all communications relevant at all touch points.
This year’s campaign will be live from now until August and includes contextual footfall driving mobile and OOH, VOD, TCPs, DEPs and Social. Social is becoming an ever more prominent channel for Old Mout so it is really exciting to have taken on this channel in addition to the ATL communications.
We are super proud of the work created so far and look forward to future kiwi adventures.