The one-day anamorphic street art experience is taking place in Shoreditch's Boxpark on 2 June, in collaboration with internationally-renowned London based artist, Will Vibes.
Kopparberg’s 3D art illusion, placed on a three-metre tall-mirrored bottle, is designed to challenge the familiarity of a normal street art creation.
It will take inspiration from the beauty of the Swedish landscape and the refreshing lemon and lime ingredients featured in Kopparberg Fruit Lager. The new product will be sampled as part of a wider summer pop-up and breakout bar area for consumers on the day.
This will be followed by a first time music partnership with Sofar Sounds to launch an exclusive three-part live music series across the UK, featuring shows in London, Leeds and Glasgow. Music fans will be able to sign up to attend the exclusive event series, before being teased with the gig location and artist.
This year also sees the return of the pop-up Kopparberg Urban Forest. In 2016, the event is set to tour a number of the UK’s biggest music festivals, including Wildlife, Lovebox, Citadel, Secret Garden Party and Fusion Festival.
Underneath the magical canopy of a forest, Kopparberg will be supporting the very best in creative and imaginative live music, by hosting a series of pioneering artists and DJs on its iconic Urban Forest stage.
Carved into the Kopparberg Urban Forest will be two woodland bars serving up refreshments from the independent Kopparberg brewery in Sweden, including the new Fruit Lager.
Jodie Alliss, senior marketing manager at 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."
The Kopparberg Fruit Lager activity is part of a wider multi-million pound main brand summer campaign, which will include the launch of a brand new TVC, set for launch later this summer. The campaign creative was developed by 18 Feet & Rising, while PR activity is being driven by W Communications, with Goodstuff managing the media planning, buying, experiential and social media.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.