Kopparberg launches £5m summer marketing campaign
Wednesday May 6, 2015 at 5:59pm
Swedish fruit cider brand Kopparberg is to again bring a touch of Scandinavian cool to the summer months with a £5m marketing investment in events, press, social media, digital and outdoor. The summer multi-channel marketing campaign will focus on the classic Kopparberg favourites, Strawberry & Lime and Elderflower & Lime, before introducing the brand-new Frozen Fruit Cider range. Following the success of 2014’s ‘Elderflower Beards’ campaign theme, created by 18 Feet & Rising, this year’s campaign for Strawberry & Lime explores trends rooted in tattoos and body art. Vines of strawberries intertwine with refreshing limes to form tattoos over the bodies of male and female models. From May to August, Kopparberg will use the creative as part of its largest outdoor campaign to date, with over 1,900 sites and approximately 4,000 6-sheets in eight key cities across the UK. High impact sites include London’s Piccadilly Circus, Manchester’s Piccadilly Gardens and Glasgow Central. Returning for a second year to amplify the brand’s music and style credentials is the Kopparberg Urban Forest. One of last year’s most successful pop-up festivals, the Urban Forest will visit Hackney Wick for a packed schedule of music, street food and creativity for five weeks throughout June and July. The event provides the opportunity to showcase the full Kopparberg fruit cider range, Swedish brewery beers including the newly launched Fagerhult, and the brand new Kopparberg Frozen Fruit Cider, which will be served at the on-site bar to consumers for the first-time. The Kopparberg Urban Forest will be further supported by the brand’s Spotify partnership that will amplify the experiential activity to Kopparberg fans nationwide. A selection of audio set-lists from performing artists will be hosted on the music streaming service, so fans unable to attend can still tune-in with the festival. Further cross-media investments for Kopparberg Urban Forest and Frozen Fruit Cider will be seen across London and the UK with press, digital, social media, and outdoor. The campaign creative was developed by 18 Feet & Rising, with PR activity by W Communications, media planning and buying by Goodstuff, and experiential in partnership with the MAMA Group.