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).


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.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here


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