Kopparberg, the leading Swedish fruit cider, will launch its marketing campaign this summer with a £5m marketing investment in events, press, social media, digital and outdoor. Bringing a touch of Scandinavian cool to the summer months, the multi-channel activity 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 the ‘Elderflower Beards’ creative in 2014 by 18 Feet & Rising, this year’s campaign for Strawberry & Lime takes inspiration from trends rooted in tattoos and body art. The idea evolves directly from the fruit cider ingredients – strawberries and limes, where vines of strawberries intertwine with refreshing limes to form tattoos over the bodies of male and female models. Inspired by the intricacy and talent of tattoo artistry, photographer Peter Rad captures a compelling aesthetic that is authentic, stylish, and very Kopparberg.
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 six-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. After earning the status as 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 – to 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 the PR activity driven by W Communications, media planning and buying by Goodstuff, and experiential in partnership with the MAMA Group.