A trip to the woods

New campaign to promote Swedish cider’s provenance

• Kopparberg’s new ad puts Cloudberry and Elderflower & Lime flavours in the spotlight.

THE firm behind Kopparberg cider is underlining the brand’s Scandinavian roots with a £4 million advertising push for its Elderflower & Lime and Cloudberry flavours.

The new campaign, shot in the Kopparberg forest, showcases the ingredients said to be brand’s most distinctively Scandinavian.
Male models featured in the campaign wear beards made from elderflower while female models have hairstyles made from cloudberries – a native Swedish berry.
As part of the campaign a special one-off magazine, called Eklectik, will be delivered to Stylist and Shortlist readers in UK cities including Glasgow.
This is, the company says, “designed to drive awareness of the brand’s variants and provenance, bolster its ties to the worlds of music, style and creativity and amplify Kopparberg Urban Forest, to be held in Dalston, east London, next month”.
“Kopparberg is already widely hailed as the hero of hazy summer days and balmy nights,” said brand manager Jodie Alliss.
“Our Cloudberry and Elderflower & Lime ciders are adventurous and quirky flavours that perfectly show off Kopparberg’s Nordic roots.
“Each has a unique and summery perfect serve – Kopparberg Elderflower & Lime with cucumber and Kopparberg Cloudberry with pink grapefruit – that elevate these from ordinary fruit ciders and make them the perfect accompaniment to the summer.”
There will be sampling activity in 100 bars over the summer where consumers will be given the opportunity to sample both flavours, plus a competition with prizes including a holiday in Sweden.
Kopparberg’s Elderflower & Lime and Cloudberry campaign runs in conjunction with the brand’s continued investment in its Mixed Fruit and Kopparberg Strawberry & Lime variants.
Since May, the two variants have been promoted on TV, through video on demand services and as part of a digital campaign.
The current campaign for Strawberry & Lime and Mixed Fruit is scheduled to run until August.