Old Mout Cider and the World Wildlife Fund (WWF) have joined forces for a new campaign, with the goal to protect half a million acres of habitat around the world.
The partnership is the next chapter in Old Mout’s sustainability agenda, which has already seen the New Zealand-born, Heineken-owned cider help protect its native country’s national icon, the kiwi, which sits proudly on all Old Mout packaging.
The status of the kiwi has now improved from ‘endangered’ to ‘vulnerable’ after the cider maker found out that just one in twenty kiwi chicks survived to adulthood.
Taking things to the next level, the new campaign includes Old Mout’s first-ever TV ad, featuring the kiwi and WWF’s iconic panda, as well as showcasing Old Mout’s sustainability credentials – 100% recyclable, natural flavours and vegan friendly.
The ad stars the adventurous little kiwi who, once endangered himself, sets out on a journey to help protect other animals’ habitats. He meets the WWF panda on his travels and together they enthusiastically announce the partnership, resolving on a visual of endangered animals circling the world.
2019 will see Old Mout’s “biggest ever” media presence and festival activation, with the return of the Kiwi Camp at the Isle of Wight Festival and, for the first time, Boardmasters. There will also be on-trade activation in over 1,500 pubs, where a 30p donation to WWF will be made for every bottle purchased.
Emma Sherwood-Smith, cider marketing director at Heineken, said: “Our ambition is to lead the way as the most sustainable cider – setting the standard to help protect our planet.
“Our partnership with WWF acknowledges the work we’ve done so far for the kiwi in New Zealand and our success in making our cider and packaging the most sustainable it can be.
“Seventy-five per cent of consumers actively look for environmentally conscious brands and we’re proud that our distinctive brand purpose, coupled with WWF’s fame, will help communicate the urgency in the efforts needed to help save our planet.”
Naomi Hicks, director of partnerships at WWF, added: “We are the first generation that knows we’re destroying the planet and could be the last that can do anything about it.
“Partnerships like this one are essential if we’re to halt and reverse nature’s decline. That’s why we’re delighted to be joining up with Old Mout to protect vital habitats like the Amazon. We’re looking forward to working together to inspire millions to join the fight for our world.”
In March, Old Mout added a new Pineapple & Raspberry variant to its portfolio, in a bid to capitalise on the growth of the premium flavoured cider category.