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, Strongbow and Bob the snake team up to launch the drink of the summer

With the days getting longer, and more importantly brighter, you could be forgiven for starting to consider the idea of hatching out of hibernation and stepping outside. This isn’t something that has gone unnoticed at the Strongbow offices. The launch of their new lemon and lime cider variation, Strongbow Citrus Edge, is a perfectly timed move and one that Strongbow believes will create “the drink of the summer”. This variation follows on from the incredibly successful launch of Strongbow Dark Fruit last year.

                          

As you would expect from Strongbow this is not a light refreshing tipple to be enjoyed after an afternoon lazily dipping your toes in the paddling pool. This is a light refreshing tipple to be enjoyed after a hard afternoon EARNING IT. Establishing this principle was the challenge which St Luke’s was set. After months of hard work we came up with the idea of combining the appealing fresh fruit which makes the drink taste great with something a little more sinister. This is reflected in the work as at first glance it appears to be showing the Citrus Edge nestled in a bush of luscious lemons and limes. However, when you look closely you see that there are several vicious looking snakes hiding in the foliage. This is particularly apparent in the animated work, which features eerily life-like movement of the snakes. 

The entire St Luke’s team is incredibly proud of this campaign as we feel it uses Strongbow’s well established brand messages to tell a new story about this innovative product. However, the ophidiophobics (look it up) amongst us might need to keep an eye out while Bob (as we know him) and his friends are slithering around the nation in their various shapes, sizes and formats.