Heineken's £5m Old Mout campaign to boost pub sales

By Nikkie Sutton

- Last updated on GMT

All aboard: the advertising campaign includes marketing in London Tube stations
All aboard: the advertising campaign includes marketing in London Tube stations

Related tags: Advertising

Heineken-owned Old Mout will pump £5m into a new marketing campaign to drive more people to the pub this summer.

The New Zealand cider will have nationwide adverts from this month (April) through to August in a bid to increase footfall in pubs.

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Heineken cider director Emma Sherwood-Smith said the brand would play on its image to help boost its sales over the summer.

'Hatch a plan'

She also explained the reasons why Heineken took the decision to launch the campaign.

She said: “We’ve got our little Kiwi encouraging people to ‘hatch’ a plan for long weekends, or to be ‘berry’ adventurous with our fruit-flavoured cider."

Sherwood-Smith added: “Drinkers view Old Mout as the most original and unique cider in the market so, with that responsibility, we need a unique marketing campaign."

Drives footfall

She continued: “We are confident that our new campaign drives footfall and trial and will, therefore, add value to our customers’ businesses.”

Old Mout tripled its spend on advertising last summer​ by activating a multimillion-pound campaign across press, online and out of home.

The cider is available in four different flavours – Strawberry & Pomegranate, Kiwi & Lime, Passionfruit & Apple and Summer Berries.

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