Heineken is urging cider drinkers to ‘Get the Kiwi taste for adventure’ in a £3m launch campaign for Old Mout, New Zealand’s top packaged cider brand.

The campaign, now up and running, includes out-of-home and print media advertising, while digital marketing will drive trial and awareness among target consumers in the rapidly emerging world cider category.

Michael Gillane, brand director – cider at Heineken, said: “The campaign brings to life the quirky, playful spirit of the Kiwis through a series of creative executions.

“It links the exciting cider flavours of Passionfruit & Apple, Kiwi & Lime and Summer Berries with adventurous experiences associated with life in New Zealand.”