A very different alcohol campaign using CGI animation and a bouncy rap track should capture the UK’s attention. Old Mout Cider’s summer campaign by St Luke’s stars the brand’s Kiwi brand mascot, who brings people together in the fruity island fantasy world of MOUTOPIA, where everyone is welcome. The new ads highlight Old Mout’s delicious, natural fruit flavours and unique combinations.
Old Mout Cider ‘s MOUTOPIA is a place where people are inspired to connect so that everyone, no matter how different, can live together harmoniously, “side by cider” – in the same way that, inside every bottle of Old Mout cider, different fruit flavours come together.
CGI is by Lobo and the MOUTOPIA rap soundtrack is performed by Native Music, based on lyrics by St Luke’s.
The campaign film is running online and social elements also launching this month, including a Snapchat filter, that brings MOUTOPIA to life. OOH activity breaks in June, running across the UK, including large digital sites at London’s Westfield sites in White City and Stratford and at the Maximus in Liverpool Central.
Rachel Holms, cider brand unit director, Heineken UK, stated, “We’re thrilled to introduce our new Old Mout Cider campaign, MOUTOPIA, which showcases our exotic, natural flavours through the coming together of different fruit islands. At Old Mout, we embrace our differences through our unique and refreshing flavours that can be found in every bottle of our cider.”
Alan Young, joint chief creative officer, St Luke’s, added, “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 flavours by showing how people, no matter how different, can blend and mix together just as perfectly. Animation collective Lobo excelled as ever – giving us a vibrant, colourful world and storytelling with humour and pace.”
The campaign runs nationally in the UK on VOD, online, social and OOH through to the beginning of September, 2024. St Luke’s has been the brand agency for Old Mout since 2014.
Credits:
Client: Old Mout
Cider Brand Unit Director: Rachel Holms
Senior Brand Manager: Max Tweddle
Brand Manager: Chloe White
Assistant Brand Manager: Lauren Wylie
Creative Agency: St Luke’s
Joint Chief Creative Officer: Alan Young
Creative Partner: Julian Vizard
Art Director: Leah Winson
Copywriter: Rhianna Travers
Senior Planner: Joanna Barnett
Business Director: Lara Poole
Senior Account Director: Lucy Yeates
Account Manager: Hettie Shirtcliffe
TV Producer: Jenny Busby
Creative Producer: Christine Sibthorp
Designer: Jon Hubbard
Junior Designer: Edie Paskin
Director: Lobo
Production Company: Ground Control
Executive Producer: Michael Stanish
Director: Matues De Paula Santos
Lead Animator & Director: Thiago Marcondes
Media Company: Dentsu Media
Music by Native Music
