Product - Kopparberg
Intentions:
Sales: £118.9m Growth: +13.9%
Smaller cans equal bigger sales for Kopparberg. Despite losses for its Pear Cider, it racked up an extra £14.5m, £9m of this from Strawberry & Lime (now in 250ml cans). Last year’s NPD - frozen cider - added £1.8m.
History:
Kopparbergs Bryggeri was established in 1882 in Kopparberg, Sweden. 36 craft brewers joined forces to what today still remains as Kopparbergs Bryggeri. Generations of local families have worked for the brewery and our people will always be one of our keys to success.
We are the pioneer of Sweet Cider and Fruit Cider. We are the inventor of Frozen Fruit Cider.
THE BEGINNING
Kopparbergs Bryggeri was re-established in 1994, when Peter Bronsman and his brother Dan-Anders Bronsman bought the old brewery in the town of Kopparberg, Sweden. 36 regional brewers originally founded it in 1882. Kopparberg is now sold in more than 30 countries and is the world’s best-selling pear cider. Kopparberg is listed in Sweden on the NGM Nordic MTF.
KOPPARBERG TOWN
The founders of Kopparberg Town originally came for its copper reserves. The name directly translates as “Copper Mountain” in English. The towns many traditional red houses are painted with Falu Rödfärg, a color made from copper pigment. In retrospect, it was the local water that turned out to be the main source of wealth. The brewery still stands on the original site where it was built over 130 years ago, while the mining is long gone. Many generations of local families have worked for Kopparberg Brewery and to this day it remains the main employer for the town’s 4,000 people.
Advertisiments:
Print:
The story and supporting campaign were borne out of the insight that consumers think of Kopparberg as a drink to be enjoyed outdoors in the sunshine, which required an aesthetic break away from the darkened clubs and eerie Scandinavian forests of its previous campaigns.
Those settings were reflective of the places its earlier audiences could be found – hidden away bars in locales, such as the hipster paradise Shoreditch. The otherworldly but expansive desert of South Africa’s Cederberg nature reserve, where ‘Outside is Ours’ was filmed, is a representation of Kopparberg’s acceptance that it’s now “a mainstream drink of a generation”, according to senior marketing manager, Rob Salvesen. “Consumers really embrace the product, more than the brand I would say,” he told The Drum. “What we wanted to do is turn that product love into brand love in so much that they start moving away from a liquid affinity to an emotional connection to the brand."
The need for brand love is all the more pressing now that Kopparberg is no longer the sole purveyor of fruity cider on British shores. It now competes for fridge space with the likes of Old Mout, Stella Artois’ Cidre offering and Swedish rival Rekorderlig in a market that is predicted to get busier: research from brewer Westons predicts fruit ciders will account for half of all ciders sold in the UK by 2022.
Appealing to a mass audience also means gently loosening Kopparberg’s ties to Sweden. When devising the campaign, 18 Feet & Rising’s executive creative director, Will Thacker, was adamant that it wouldn’t be rooted in anything that was, or appeared to be, Swedish be that a “pine forest” or “red wooden clad houses”.
Swedish fruit cider brand Kopparberg has announced a new multi-million marketing campaign in the UK entitled Fånga Dagen – named after the equivalent Swedish phrase to “seize the day”.
The creative will be rolled out across multiple channels this summer, and will form the basis of a holistic campaign for the brand across TV, press, digital, outdoor, PR and social media.
Kicking off the campaign is the launch of a new showpiece television advert, which will be appearing on TV screens across the summer and aired for the first time this week.
Filmed in the brand’s hometown of Kopparberg, the commercial is inspired by the phrase fånga dagen and centres around one man’s impromptu and flowing journey home through the Swedish town after working at the Kopparberg brewery.
Filmed in the brand’s hometown of Kopparberg, the commercial is inspired by the phrase fånga dagen and centres around one man’s impromptu and flowing journey home through the Swedish town after working at the Kopparberg brewery.
Shot against the backdrop of the beautiful Swedish landscape and the distinct architecture of the town, it captures the spirit of being alive and “in the moment”, Kopparberg said – a feeling that is encapsulated within Kopparberg town and the independent brewery that still operates there today.
The advert also includes an originally produced music soundtrack, composed to the film using real life sounds such as human voices and movements, including clapping and stomping, and designed to match the natural feel and spirit of the overall campaign.
Analysis:
Sales: £118.9m Growth: +13.9%
Smaller cans equal bigger sales for Kopparberg. Despite losses for its Pear Cider, it racked up an extra £14.5m, £9m of this from Strawberry & Lime (now in 250ml cans). Last year’s NPD - frozen cider - added £1.8m.
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