The brand is developing marketing initiatives that will use content produced internally as well as sourced from fans to promote its Swedish heritage. It aims to give fans a reason to be involved with the brand throughout the year as it looks to be less dependant on summer sales to drive volume growth.
The activity, which breaks in May, marks the next stage of Kopparberg’s ‘Un-established since 1882’ strategy. The £4m advertising push sees the brand shift away from its ties to music and the creative arts after it discovered fans knew little about its roots or what it stood for.
Rob Calder, marketing director for Kopparberg told Marketing Week: “There are a lot of new people coming into the category and they don’t necessarily know about us. Whereas before Kopparberg was the only show in town in terms of the fruit cider category, there are a number of big brewers in the mix now.
“We have to ensure that out brand cuts through in what is already a very well-funded and cluttered market space. Content generation gives us that hook to really stand apart from others and bring to the fore the authenticity of the brand.”
The entrance of major brewers such as Carlsberg, Stella Artois and Carling has helped push up the value of the cider category. Cider penetration in the UK is almost as high as beer at 60 per cent, according to Mintel.
Calder adds: “We’re never going to be able to out shout the big brewers. That’s why it’s important that our upcoming activity gives people a reason to talk about us rather than relying on enormous media budgets to drive share of voice.”