The new ad, which will span TV, video on demand, outdoor and digital, is said to focus on the ingredients and refreshment of Kopparberg, and aims to link the brand back to the town of Kopparberg and its brewery.
The advert is designed to link the cider brand back to the town of Kopparberg.
Set in a forest clearing, the advert shows towers of ice with each of the fruits used to make Kopparberg cider frozen inside them. Sunlight causes deep cracks to form in the ice before the towers collapse, sending shards of ice, fruit and a cold bottle of Kopparberg Mixed Fruit cider tumbling to the forest floor.
The ad, which will run on TV and digital media sites until the end of August, is part of a claimed £10 million spend on marketing the brand in the UK, which also includes activity on Kopparberg’s social media channels.
Under the #happenings activity, fans of the cider brand on Twitter, Facebook and Instagram can win their own Kopparberg “experience” by telling the firm “why they want something big to happen”. Winners will arrive in a Kopparberg truck outside their home or office to deliver a “happening” for them and their friends.
Rob Calder, head of marketing for the Swedish brand, described Kopparberg as the “pioneer” of 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,” he said.
“Kopparberg sets the pace that other ciders follow, and this new campaign will focus on the unique refreshment, flavour and origins of the brand.”
Image – Feeling fruity: the new Kopparberg ad focuses on the ingredients and refreshment of the cider.