• by Fern Siegel , May 23, 2024

Old Mout Cider kicked off a summer campaign starring its Kiwi brand mascot, set in the fruity island fantasy world of Moutopia.

The new digital, OOH ads showcase Old Mout’s delicious, natural fruit flavors and combinations.

The campaign, by London-based creative agency St Luke’s, introduces Moutopia, where people live together harmoniously, “side by cider.”  It runs through September.

A 30-second spot illustrates how Old Mout's flavors work together: pineapple and raspberry, strawberry and apple, berries and cherries, kiwi and lime. Old Mout (rhymes with fruit) is a 65-year-old cider.

The ad shows a kiwi bird springing from the Old Mout Cider logo and using a zip wire to get to an island made of pineapple. He harnesses a pineapple slice to build a bridge to an island of raspberries, before using blueberries to make stepping stones to the cherry island.

The rap soundtrack is performed by Native Music, based on lyrics by St Luke’s.

The spot has online and social elements launching this month, including a Snapchat filter that brings Moutopia to life. OOH activity begins in June, running across the U.K.

Alan Young, joint chief creative officer, St Luke’s, said: “The opening line of our Moutopia song says it all ‘the joy of a fruit bowl is not in one fruit alone’. Inside every bottle of Old Mout, delicious natural fruits come together in perfect harmony, so our aim was to celebrate Old Mout’s natural, blended fruit flavors by showing how people, no matter how different, can blend and mix together just as perfectly.”

St Luke’s has been the brand agency for Old Mout since 2014. The New Zealand cider is owned by Heineken.

The agency's roster includes Ocado, Tyrells and Heathrow.