Watch out. The Kiwi has landed!

If there’s ever a perfect time for a delicious new fruity cider to try, it’s the summer. As previously blogged we’ve recently launched the latest Strongbow Citrus Edge cider, but to follow this week we’ve launched a completely new brand of cider to the market.

Old Mout (pronounced like boot) is famous throughout New Zealand for its quirky flavours, and our client Heineken gave us at St Luke’s the opportunity to launch this gem of a brand in the UK, ready for the summer beer garden visits and BBQs.

Old Mout is positioned as a competitor to other World Ciders such as Rekorderlig and Kopparberg, and has a very fun, playful and quirky tone of voice. As this brand is completely unknown to the UK market, and there is no other New Zealand cider in the market – we have taken our creative down the route of ‘Get the Kiwi taste for adventure.”

The creative which will roll out across Press, OOH and Digital media is copy-led, and features lines such as “The Kiwi has landed” “11,675 miles cider making’s come a long way” and “Have passionfruit parachute on to your tongue.” Using the language of travel and adventure, we are associating the Old Mout brand with the typically Kiwi adventurous approach to life.

The ads will be seen all across London and Manchester, with a mix of underground posters, roadside posters and digital screens. We've had some great coverage in industry press already, check out The Drum article here.

Grab life, and Old Mout, with both hands and check out which is your favourite flavour – Passionfruit and Apple, Summer Berries or Kiwi and Lime.

Let us know what you think @stlukescomms.

St Luke’s Heineken and Strongbow work features in Timeout

It’s been a busy period at St Luke’s, however; in the last week we have outdone ourselves, with the launch of campaigns for Strongbow, Heineken and Very.co.uk.  For Strongbow, the launch of the new summer flavour, Citrus Edge has been slithering over OOH locations across the UK, whilst our Heineken Alive campaign has been featuring at various OOH and DOOH spots across the UK, including the London Underground. The campaign will also feature in various publications and magazines over the coming weeks such as The Financial Times and The London Evening Standard but to name a couple.

To kick off the launch of the campaigns across the various media, we wanted to share last week’s edition of TimeOut. With a monthly readership of over one million people, we were delighted to see both our Strongbow Citrus Edge work and the Heineken Alive campaign feature in the same edition.

(Heineken Alive Campaign)

 

(Strongbow Citrus Edge)

As if this wasn't enough, both our Strongbow Citrus Edge and Heineken Alive digital campaigns have also been spotted by commuters on the London Underground:

It was a great way to start off the campaigns and just the beginning of all our work featuring across various media throughout the UK.

If you have seen any of the Strongbow Citrus Edge, Heineken or Very.co.uk work, let us know what you think @StLukescomms.

Heineken tactical outdoor campaign for London Marathon

Following St Luke’s recent appointment on the Heineken premium beer brand, we immediately started work on creating a tactical outdoor campaign for Sunday’s London Marathon, in addition to the nationwide press campaign for Heineken UK.  

The campaign saw the tactically relevant copy ‘Pace Yourself’ in targeted locations along the infamous Marathon route – a message of support to runners and a reference to responsible drinking.

 ('Pace Yourself' Tactical Advert)

The wider campaign sees iconic Heineken imagery throughout major UK cities with headlines that relate to and connect with their target audience in a light-hearted and humorous manner. Our CEO, Neil Henderson, said: "Sharing a wry smile with 30,000 runners as they slog their way around the capital shows that Heineken is in tune with the lives of Londoners."

Everyone at St Luke’s is delighted with the tactical campaign and is eagerly anticipating the next opportunity at the Heineken Cup Final.

Strongbow asks whether you can 'EARN IT.' in Rio challenge

Could you take on five of Brazil’s best female footballers in a five-a-side match? That is the challenge that will be facing an every-day group of friends from the UK, and that group could include you!

St Luke’s has been working with our client, Strongbow to build upon the ‘EARN IT.’ campaign, which we’ve helped develop over the last couple of years. The campaign, which is split up across several phases, will include a recruitment campaign, a selection and training day and of course, a trip to Rio to play five of Brazil’s best female footballers.

(Click image for 'EARN IT.' Rio challenge)

The first stage of the Rio Challenge is the ‘recruitment phase’, where we’re using social media, a TV ad, and a partnership with PowerLeague five-a-side centres to find 20 teams of friends who will be picked to come to the trial day. From the trial day, one team of five friends will be selected to go to Rio to challenge the girls. However, this won’t be any ‘selection day’, as the teams will have the guidance of a celebrity management team made up of football experts. This management team will also be flying out to Rio to help the team take on the girls.

Do you think you have what it takes to take on the girls in Brazil? Then what are you waiting for? Apply now via social media or through the Strongbow ‘EARN IT.’ website.

Everyone at St Luke’s is really proud of the great work being produced with Strongbow, and obviously, very excited for the upcoming campaign, which should bring in the Brazilian summer in style.