Kopparberg, the Swedish fruit cider brand, is supporting the roll-out of its new Fruit Lager product with a new heavy-weight marketing campaign including activity across press, experiential, social media, digital and outdoor.
The campaign kicked off earlier this month with the launch of multiple advertising slots across bus T-sides, digital screens and press publications. A unique one-day anamorphic street art experience, featuring optical illusions created by London based graffiti artist, Will Vibes, will happen on Thursday June 2nd in Shoreditch’s BOXPARK.
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. It will take inspiration from the beauty of the Swedish landscape and the refreshing lemon and lime ingredients featured in Kopparberg Fruit Lager.
Samples of the new product will be handed out as part of a wider summer-themed pop-up and breakout bar area for consumers on the day.
This will be followed by a first-time music partnership with Sofar Sounds, who specialise in creating intimate gigs in unfamiliar locations. 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 the most successful pop-up events of 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 commercial later this summer.
Jodie Alliss, Senior Marketing Manager at Kopparberg, said: “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 handled by W Communications while Goodstuff is managing the media planning, buying, experiential and social media.