Saint@RKCR/Y&R and Arena BLM have launched a new integrated campaign for Swedish brand, Kopparberg Cider, one of the UK’s leading packaged cider brands and the bar trade’s number one pear cider brand.
Managing Partner, Zaid Al-Zaidy said “We were set the challenging brief of developing a campaign that would take Kopparberg to the mass market whilst retaining the authenticity and credibility of the brand.”
Launched in the UK in 2006, Kopparberg’s success to date has been delivered through the considerable power of word of mouth, which in turn has led to strong distribution across the country. It is a brand that has been truly discovered by its consumers rather than being driven by a series of heavily weight advertising and marketing campaigns.
This insight was to form the basis of Saint@RKCR/Y&R’s campaign, ‘Find Kopparberg’. A campaign designed to be discovered, an invitation to go beyond the mainstream and be rewarded for it.
Kopparberg don’t just want their drinkers to see the campaign, they want them to live it and view social media as a key way to communicate this.
As a brand that has already built up a solid fan base of over 11,000 people on Facebook, Kopparberg want to further engage with them via wider social media platforms (through a dedicated social media manager), and via a host of incredible real world events including: Gatekeeper events for industry staff, underground event sponsorships and the Kopparberg Klash – a series of five competitive events celebrating alterative music, photography, style and film held in partnership with VICE magazine.
Event details can be found at findkopparberg.com where drinkers can also find an abundance of valuable Kopparberg content such as gig reviews and recommendations, exclusive behind-the-scenes videos as well as competitions and giveaways. Kopparberg have also negotiated a music tie-up with Spotify which will give Kopparberg’s audience access to a playlist of great undiscovered gems.
“Kopparberg is a truly unique brand. Fermented in our family owned brewery in Kopparberg Town, Sweden, Kopparberg Cider has been championed by an incredibly loyal consumer base,” said Managing Director of Kopparberg UK, Davin Nugent.
“In launching a new advertising and communications platform for the brand here in the UK, we were conscious of wanting to give something back to our existing consumers, to recognise that it was they who discovered and endorsed us while at the same time, wishing to attract a wider audience to the brand.”
The ‘Find Kopparberg’ campaign is running across Press, Online, and Cinema.