The partnership is the next chapter in Old Mout's sustainability agenda, which has already seen the New Zealand-born cider help protect its native country’s national icon, the kiwi, that sits proudly on all of its packaging.
The status of the kiwi has now improved from ‘endangered’ to ‘vulnerable’ after the cider maker found out that just one in 20 kiwi chicks survived to adulthood.
Old Mout has now set its sights further afield with an ambitious goal – teaming up with WWF in a partnership to help protect animals’ natural habitats across the world, including the continued conservation for the kiwi.
Setting the standard
Heineken cider marketing director Emma Sherwood-Smith spoke of her excitement ahead of the new campaign.
“Our ambition is to lead the way as the most sustainable cider – setting the standard to help protect our planet.
“Our partnership with WWF acknowledges the work we’ve done so far for the kiwi in New Zealand and our success in making our cider and packaging the most sustainable it can be.”
The new campaign includes Old Mout’s first TV advert and features the kiwi and WWF’s iconic panda symbol, as well as showcasing Old Mout’s sustainability credentials – 100% recyclable, natural flavours and vegan friendly.
First and last generation
WWF director of partnerships Naomi Hicks said the collaboration will help to inspire millions to join the fight to preserve the world's habitat.
“We are the first generation that knows we’re destroying the planet and could be the last that can do anything about it,” explained Hicks.
“Partnerships like this one are essential if we’re to halt and reverse the decline of nature and that’s why we're delighted to be joining up with Old Mout to protect vital habitats like the Amazon."
At this year's Isle of White Festival, a 30p donation to WWF will be made for every bottle of Old Mout purchased.