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Heineken has put a £4 million media spend behind a campaign for Old Mout after launching the fruit cider in the UK last year.

The effort aims to associate the brand with an adventurous Kiwi attitude to life and encourage consumers to "try the unexpected fruit". Running across outdoor, TV, press and video channels, it promotes the new flavour "pomegranate & strawberry" as well as the established flavours "kiwi & lime" and "passion fruit & apple". St Luke’s created the campaign. Media is by Starcom MediaVest Group.