Kopparberg positions as alternative cider with music-themed campaign

LONDON - Swedish pear cider brand Kopparberg is rolling out an alternative music-themed campaign, encouraging consumers to abandon their favoured drink habits.

The campaign, called ‘Find Kopparberg', is the first marketing activity since the brand hired Saint@RKCR/Y&R to its ad account earlier this year.

The cinema, print and digital ads invite consumers "to go beyond the mainstream" in their discovery of Kopparberg, and compares it with the experience of discovering a new band or music venue.

In the cinema ad, people are shown walking into a music venue, with messages such as "Find the door you never noticed" written on the walls. Unsigned group Joy Formidable are then seen playing a gig.

Kopparberg, which launched in the UK in 2006, has also created a website, www.findkopparberg.com, promoting its music partnerships and sponsorships with the likes of Spotify and VICE magazine.

Davin Nugent, Kopparberg UK managing director, said: "In launching a new advertising and communications platform for the brand here in the UK, we were conscious of wanting to give something back to our existing consumers, to recognise that it was they who discovered and endorsed us, while at the same time, wishing to attract a wider audience to the brand."

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