Swedish pear cider brand Kopparberg has launched a £6m summer campaign, entitled ‘Outside is Ours’, which looks to unlock the feeling of the best of times outside with friends, and is supporting it with a new experiential platform, The Kopparberg Outsider.
A new Kopparberg TV advertisement depicts beautiful aerial sculptures being swept up into the sky by a desert wind, acting as a striking visual metaphor for how we all come alive when we’re enjoying our time together outside. The marketing campaign acts as a rallying cry, encouraging people to claim the outdoors in time for summer, for good times and making memories.
The brand will also host its new experiential platform, The Kopparberg Outsider, at various festivals across the UK, alongside a series of social activations. The Kopparberg Outsider will see specially curated line-ups, secret performances and new Kopparberg Black draught on tap at Lovebox, Citadel and Sundown alongside favourites Strawberry & Lime and Mixed Fruit and Pear. The Kopparberg Outsider will also be heading to We Are Fstvl.
Rob Salvesen, Senior Marketing Manager at Kopparberg, says: “We wanted to make the #OutsideIsOurs campaign remind our consumers about the great times they have had and are still to have outside with friends and evoke a strong emotional connection to the brand through its associated key drinking occasion whether they are drinking indoors or outdoors. We’re looking forward to seeing this campaign come alive whenever our consumers venture out to make memories this summer.”
The Kopparberg Bryggeri (brewery) was originally built in 1882 and relaunched in 1994 under the current owners. Kopparberg is now sold in more than 30 countries and is the world’s best-selling pear cider.