Kopparberg readies music campaign to broaden appeal

Kopparberg UK is to launch a campaign for its fruit cider brands featuring unsigned rock band The Joy Formidable as it looks to broaden its appeal to young music-loving drinkers.

Kopparberg music advert
Kopparberg music advert

Advertisements, created by Saint@RKCR/Y&R, feature text including: “find a three piece band in a five foot space and you’ll find…”, and “find the crowd who never call it a night and you will find…” next to a bottle of the cider.

Music, film and photography from a gig by the Welsh three-piece will feature in all of the cinema, press and online activity.

Davin Nugent, managing director of Kopparberg UK, says the campaign aims to “to give something back to our existing consumers”, while attracting a “wider audience to the brand”.

In addition to the through-the-line campaign, the cider company is also sponsoring “underground” events and the Kopparberg Klash, “a series of five competitive events celebrating alterative music, photography, style and film” in partnership with Vice magazine.

Kopparberg launched in 2006 and comes in six variants including Pear, Apple and Mixed Fruit. Competitors include Magners’ pear variant and Gaymers’ range of fruit ciders.

Cider brands have sought to associate with gigs and music festivals. Gaymers, Strongbow will both launch music-based marketing campaigns this year.

The ’Find Kopparberg’ campaign breaks on the 7 May. Media planning and buying was handled by Arena BLM.

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