As a core part of the launch of Kopparberg’s latest £4m, multi-channel marketing campaign led by its its Elderflower and Lime and Cloudberry variants, the drinks brand kicked-off with a brand-owned strategy that spanned events and media.
It launched the initiative at its own-brand event, Kopparberg Urban Forest, in Dalston, East London where it combined the drinks with Scandinavian music, food and culture with talent from the artistic, foodie and music scenes
This was followed with Kopparberg bars at a series of music festivals across the UK this summer, including Field Day, Kendall Calling, Wilderness and Beacons Festival.
Kopparberg is also supporting the campaign with a unique collaboration with Shortlist Media, which will launch in June, called Eklectik Magazine.
This 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.
Swedish fruit cider brand Kopparberg aimed to bring a touch of Scandinavian cool to the UK through the summer months with a multi-channel marketing campaign focusing on its Elderflower and Lime and Cloudberry variants – the most quirky and Swedish of the range.
The creative at both the live events and for the media partnership takes 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 unexpected and irreverent forms – an elderflower beard on a handsome hipster and a head of cloudberry hair.
The wider marketing push rolled out through the summer across TV, outdoor, digital, video on demand, press, as well as a set of key music events.
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.
Links
Kopparberg Urban Forest Webssite
http://kopparbergurbanforest.com/
