Swedish cider brand Kopparberg will launch a “heavyweight” marketing campaign this summer to support the launch of its new fruit lager.
The campaign features a multi-channel programme of activity across press, experiential, social media, digital and outdoor advertising, Kopparberg said. The brand has kicked off the initiative this month with the launch of multiple advertising slots across bus T-sides, digital screens and press publications in the UK – and will add to this with involvement in street art, music partnerships and a pop-up music festival.
The fruit lager activity forms part of a multi-million pound summer brand campaign, which will include the launch of a new television advertisement to debut later in the summer.
It follows the introduction of Kopparberg fruit lager in February, which built on its portfolio of fruit ciders.
Jodie Alliss, senior marketing manager for Kopparberg, said: “Kopparberg fruit lager is undoubtedly one of the biggest product launches in the history of our brand, so we’re thrilled to be supporting it with an incredibly exciting and diverse marketing campaign in 2016.
“Whether it’s through our fan favourite, the Kopparberg Urban Forest, or our unique music partnership with Sofar Sounds, we look forward to showcasing fruit lager to new and existing Kopparberg fans across the summer.”
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