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