Kopparberg, the leading Swedish fruit cider, is supporting the roll-out of its new Fruit Lager product, with the launch of a new heavyweight marketing campaign, which features a multichannel programme of activity across press, experiential, social media, digital and outdoor.
Kopparberg kicked off the campaign earlier this month with the launch of multiple advertising slots across bus T-sides, digital screens and press publications. Supporting this, will see the launch of a unique one-day anamorphic street art experience in Shoreditch’s BOXPARK next week on Thursday 2nd June, in collaboration with internationally renowned London based artist, Will Vibes.
Kopparberg’s 3D art illusion, placed on a three-metre tall-mirrored bottle, is designed to challenge the familiarity of a normal street art creation. This will take inspiration from the beauty of the Swedish landscape and the refreshing lemon and lime ingredients featured in Kopparberg Fruit Lager. The new product will be sampled as part of a wider summer pop-up and breakout bar area for consumers on the day.
This is followed by a first time music partnership with Sofar Sounds, the experts in bringing intimate and unfamiliarly located gigs to music fans across the globe. Kopparberg Fruit Lager will be collaborating with Sofar Sounds to launch an exclusive three-part live music series across the UK, which will feature shows in London, Leeds and Glasgow. Music fans will be able to sign up to attend the exclusive event series, before being teased with the gig location and artist.
This year also sees the return of the Kopparberg Urban Forest, one of London’s most successful pop-up events in the past two years. In 2016, the event is set to tour a number of the UK’s biggest music festivals, including Wildlife, Lovebox, Citadel, Secret Garden Party and Fusion Festival.
Underneath the magical canopy of the forest, Kopparberg will be supporting the very best in creative and imaginative live music, by hosting a series of pioneering artists and DJs on its iconic Urban Forest stage. Carved into the Kopparberg Urban Forest will be two woodland bars serving up all kinds of refreshment from the independent Kopparberg brewery in Sweden, including the new Fruit Lager.
The Kopparberg Fruit Lager activity forms just part of a wider multi-million pound main brand summer campaign, which will include the launch of a brand new TV advert, set for launch later this summer.
Jodie Alliss, Senior Marketing Manager at Kopparberg, commented: “Kopparberg Fruit Lager is undoubtedly one of the biggest product launches in the history of our brand, so we’re thrilled to be supporting it with an incredibly exciting and diverse marketing campaign in 2016. Whether it’s through our fan favourite, the Kopparberg Urban Forest, or our unique music partnership with Sofar Sounds, we look forward to showcasing Fruit Lager to new and existing Kopparberg fans across the summer.”
The campaign creative was developed by 18 Feet & Rising. The PR activity is being driven, by W Communications, while Goodstuff is managing the media planning, buying, experiential and social media.
Kopparberg launches new Fruit Lager summer marketing campaign added by on
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