Adrian J Cotterill, Editor-in-Chief
Kopparberg, the Swedish drinks brand famous for its fruity cider, has launched a nationwide UK digital OOH campaign aligned with key summer moments. With creative and media by leading indies neverland and the7stars, the campaign aims to reach young adults who are out and about socialising this summer, with three bursts of activity running until the end of July.
The campaign features Kopparberg’s new visual identity developed by neverland, and designed to add a nostalgic yet modern twist to the classic drinks advertising from the 80’s and 90’s. The campaign leads with Kopparberg’s Alcohol-Free range being enjoyed in the sun by festival goers. When temperatures soar above 20 degrees, the creative switches to tantalising close-up shots of an ice-cold pint glass of Kopparberg sparkling in the heat of the day.
Rob Salvesen, Head of Marketing at Kopparberg, told us “We are delighted to see Kopparberg hit the great outdoors this summer with a campaign that reaches people with relevant and timely creative. It’s great to be aligned with those standout summer memories that stay with you all year round.”
Media strategy from the7stars uses weather data to dynamically update the creative. Digital 6 sheets run across all major UK cities with media upweighted to key summer events such as Glastonbury, Reading and Leeds Festivals, Secret Garden and even banks holiday weekends.
Charlie Timson, Account Manager at the7stars said “This responsive and geo-targeted campaign demonstrates how a memorable first sip of Kopparberg has become synonymous with cherished summer moments and “To firsts that last”. Digital OOH is the perfect medium for reaching young adults as they go about their day, embedding Kopparberg’s fame in summertime fun.”
The media laydown is also heavily geo-targeted across Kopparberg strongholds such as Greene King’s in-bar network, which is running content for Kopparberg’s new Summer Punch. D6 screens in proximity to leading retailers also celebrate Kopparberg’s Strawberry range.
OOH is supported by social activations and BVOD activity which is running alongside Love Island – this summer’s biggest TV show, to help further cement Kopparberg’s association with long-lasting summer memories
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