Kopparberg, the leading Swedish fruit cider, claims it will bring Scandinavian cool to the summer months with a multi-channel marketing campaign – focusing on its Elderflower and Lime and Cloudberry variants which are the most quirky and Swedish of the range. The £4m campaign will be rolled out across TV, outdoor, digital, video on demand, press and events.
This summer will be used to tell the story of the brand’s most adventurous flavours that show off its Nordic roots – Kopparberg Cloudberry and Kopparberg Elderflower & Lime – across outdoor, press and digital channels.
Taking inspiration from beautiful high-end fashion photography set in the Kopparberg forest, the brand returns to its stylish and edgy origins, through campaign shots by photographer Tim Bret Day. The product ingredients are at the heart of this campaign but show themselves in an unexpected and irreverent forms – an elderflower beard on a handsome hipster and a head of cloudberry hair.
Kopparberg is supporting the campaign with a collaboration with Shortlist Media, which will launch in June. Eklectik Magazine is a first of its kind, standalone magazine that will be distributed to Stylist and Shortlist readers in London, Manchester and Glasgow and will live digitally through the summer on a regularly updated site. The magazine is designed to drive awareness of the brand’s variants and provenance, bolster its ties to the worlds of music, style and creativity and amplify its summer event – the Kopparberg Urban Forest.
This owned-event will take place through July in Dalston, East London, and combine Scandinavian music, food and culture with talent from the artistic, foodie and music scenes. The event provides the opportunity to showcase Kopparberg Cloudberry and Kopparberg Elderflower & Lime as well as the Swedish brewery’s beers.
Kopparberg bars will also be set up at a series of music festivals across the UK this summer, including Field Day, Kendall Calling, Wilderness and Beacons Festival.
As well as supporting Elderflower and Lime and Cloudberry, Kopparberg will invest in a TV, video on demand and digital campaign to continue to showcase its Kopparberg Mixed Fruit and Kopparberg Strawberry and Lime variants from May – August, using the brand’s ‘Ice Towers’ TV advert.
The campaign creative was developed by 18 Feet & Rising, PR & social by W, media planning and buying through Goodstuff and experiential with MAMA Group and The Bootstrap Company.
Found in Sweden, cloudberries are sharper than typical forest fruits and provide a refreshing alternative to sweeter summer serves, the company claims. Kopparberg Cloudberry uses this Nordic berry to produce a delicious, alternative cider.
For those with a taste for fresh and floral flavours, Kopparberg Elderflower & Lime combines the blossom of the elderberry with a healthy kick of green citrus.
Kopparberg brand manager, Jodie Alliss, said: “Kopparberg is already widely hailed as the hero of hazy summer days and balmy nights. Our Cloudberry and Elderflower & Lime ciders are adventurous and quirky flavours that perfectly show off Kopparberg’s Nordic roots. Each has a unique and summery perfect serve – Kopparberg Elderflower & Lime with cucumber and Kopparberg Cloudberry with pink grapefruit – that elevate these from ordinary fruit ciders and make them the perfect accompaniment to a summer of fun.”