Multi-mullion pound campaign promotes Kopparberg's craft roots

By Jo Gilbert

Published: 24 June, 2016

The team behind leading Swedish fruit cider Kopparberg has launched a multi-million pound marketing campaign to draw attention to its hometown brewery.

The new campaign was shot in the brand's Swedish hometown of Kopparberg with the headline of "Fånga Dagen", the Swedish way of saying "Life is what you make it".

In an era when consumers are interested in the idea of craft and small-scale production, the campaign is designed to draw attention to the brand's low-key roots.

"Not many people know that Kopparberg is still made in the small Swedish town of the same name and owned by the Bronsman family that started it all 23 years ago,"

Jodie Alliss, Senior marketing manager at Kopparberg, said.

"It's why we resonate with 'Fånga Dagen' - this mindset is the reason for Kopparberg's existence, and is central to our brand's provenance and pioneering spirit."

Fånga Dagen is the brand's largest marketing campaign to date.

From June to August, it will be rolled out across multiple channels, and will form the basis of a multiple-channel campaign across TV, press, digital, outdoor, PR and social media.

A new TV advert began airing on UK screens last week.

Alongside TV, there will be paid for support for the advert via YouTube, social media, Tubemogul and cinema.

Behrad Taherparavar, creative director at 18 Feet & Rising which built the campaign, said: "Our job was to capture the humble philosophy of Kopparberg town, a tiny place which continues to produce a product that's loved worldwide. We wanted to celebrate the unique attitude to life that runs through the brewery and the town of Kopparberg."

The new Fånga Dagen campaign is Kopparberg's latest wave of marketing activity following the launch of the brand's newest product, Kopparberg Fruit Lager, earlier in the year.

The newest addition to the Kopparberg range is also being backed by a large-scale marketing campaign during the summer.

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