Swedish fruit cider brand Kopparberg has announced a new multi-million marketing campaign in the UK entitled Fånga Dagen – named after the equivalent Swedish phrase to “seize the day”.
The creative will be rolled out across multiple channels this summer, and will form the basis of a holistic campaign for the brand across TV, press, digital, outdoor, PR and social media.
Kicking off the campaign is the launch of a new showpiece television advert, which will be appearing on TV screens across the summer and aired for the first time this week. Filmed in the brand’s hometown of Kopparberg, the commercial is inspired by the phrase fånga dagen and centres around one man’s impromptu and flowing journey home through the Swedish town after working at the Kopparberg brewery.
Shot against the backdrop of the beautiful Swedish landscape and the distinct architecture of the town, it captures the spirit of being alive and “in the moment”, Kopparberg said – a feeling that is encapsulated within Kopparberg town and the independent brewery that still operates there today.
The advert also includes an originally produced music soundtrack, composed to the film using real life sounds such as human voices and movements, including clapping and stomping, and designed to match the natural feel and spirit of the overall campaign.
It is the brand’s first wave of marketing activity following the launch of the brand’s newest product, Kopparberg fruit lager, earlier in the year.
Jodie Alliss, senior marketing manager for Kopparberg, said: “We’re thrilled to be launching the Fånga Dagen campaign, an incredibly exciting and landmark moment for the Kopparberg brand. Not many people know that Kopparberg is still made in the small Swedish town of the same name and owned by the Bronsman family that started it all 23 years ago. It’s why we resonate with Fånga Dagen – this mindset is the reason for Kopparberg’s existence, and is central to our brand’s provenance and pioneering spirit.“
Behrad Taherparavar, creative director for 18 Feet & Rising, which developed the campaign strategy and creative, added: “Our job was to capture the humble philosophy of Kopparberg town, a tiny place which continues to produce a product that’s loved worldwide. We wanted to celebrate the unique attitude to life that runs through the brewery and the town of Kopparberg. The advert is about celebrating hypersensitivity to being alive and in the moment.”
The campaign is similar to the newly announced brand platform from Mexican beer brand Corona, which, under the banner This is Living, will use its latest ad to encourage consumers to enjoy life, get outside, and experience “authentic moments” with friends and loved ones.
© FoodBev Media Ltd 2024