Old Mout cider has launched its ‘biggest ever’ marketing campaign, as it enters its fourth year in partnership with wildlife conservation charity WWF.
The multimedia campaign will roll out across social and TV platforms in a bid to promote both the Heineken-owned brand and the conservation organisation.
Old Mout has also pledged to donate 50p to WWF every time a limited edition cider pack is sold, with the intentions of supporting conservation work and protecting the Amazon.
As well as its collaboration with WWF, the cider brand prides itself on producing 100% recyclable, vegan friendly and gluten free products made with natural flavours. Old Mout claims that these credentials will appeal to Generation Z audiences who are looking to make positive, climate-friendly lifestyle choices.
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“As the cider category leaders, Heineken UK is constantly looking for ways to create a positive future,” Heineken UK cider marketing director, Rachel Holms said.
“Since 2019, Old Mout and WWF have been educating the world on the importance of reducing human impact on the environment. Habitat loss is one of the leading threats to animals across the globe.”
“The launch of our limited-edition WWF packs, will not only raise awareness of our invaluable partnership, but allow consumers to learn more about the work of WWF.”
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