Kopparberg launches ‘tongue in cheek’ Euro 2012 drive

Kopparberg is launching its first football themed campaign in the UK with a tactical push ahead of the England vs Sweden Euro 2012 match next week (15 June).

Kopparberg

The cider brand is offering pubs and clubs across the UK ‘Swengland’ packs containing a ‘brigadeer’ and ‘blonde’ moustaches to be worn by England and Sweden fans respectively as well as the flags of both countries.

The campaign is being run from Kopparberg’s Facebook page, where fans and pubs can sign up to receive a pack ahead of the match.

it is hoped the move will lead to a boost in the level of regular online interactions the brand has with its fans. Kopparberg claims its Facebook fanbase has doubled to 120,000 over the last six months.

Kopparberg has focused it efforts on boosting its ties to music and the creative arts in recent campaigns.

Rob Calder, head of marketing at Kopparberg, says the Swengland campaign, which has been created by PR agency Margaret, doesn’t mean that it is now a “football brand.”

He adds: “We’re not trying to be something that we’re not. We’re more focused on bringing together fans from both sides and having a good atmosphere around the match. Rather than support either England or Sweden the brand decided to combine the two countries in a tongue-in-cheek way that’s in keeping with our ‘Un-established since 1882’ marketing strategy.”

The brand says that it will “definitely” look at doing activity around future England vs Sweden matches.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here