Kopparberg ad campaign focuses on provenance

By Emily Kearns

Published: 24 June, 2013

Swedish cider brand Kopparberg has launched a UK advertising campaign to capitalise on summer drinking, as part of a £10-million marketing push.

The campaign will focus on the company's best-selling cider variants Mixed Fruit, Strawberry & Lime and Pear, and will run across TV, video on demand, outdoor and digital platforms including social media.

For the first time, the campaign will look at the provenance of the brand, with a focus on the Swedish town of Kopparberg and the forest that lies behind the brewery.

Rob Calder, head of marketing at Kopparberg, said: "Kopparberg is the pioneer and leading brand within the fast-growing fruit cider category. Despite fierce competition, the brand has just had its most successful sales month ever in the UK, and we firmly believe there is more growth to come.

"Kopparberg sets the pace that other ciders follow, and this new campaign will focus on the unique refreshment, flavour and origins of the brand."

The TV ad has been directed by Lars Tovik of 18 Feet & Rising and will run until the end of August. The film shows a clearing in the forest behind the Kopparberg brewery, with towers of ice containing frozen fruit; sunlight melts the ice and in a dramatic scene shards of ice collapse to reveal a cold bottle of Kopparberg Muxed Fruit Cider.

Printer friendly version