Swedish cider brand Kopparberg has this week launched a nationwide out-of-home campaign that it will look to harness the power of nostalgia ahead of the key summer period.
Devised by independent agency Neverland, the creative will be aimed at young adults who are out socialising across the summer, with three key bursts of activity planned to run until the end of July.
Intended to act as a modern twist on nostalgic ads of the 80s and 90s, the campaign is the latest instalment in Neverland’s revamp of Kopparberg’s visual identity.
With media planning and buying handled by the7stars, the dynamic assets will use live weather data to switch from images of festivalgoers enjoying Kopparberg’s Alcohol-Free range to a hi-res close up of an ice-cold Kopparberg pint when the temperature hits 20°C.
Running across all major UK cities, the campaign will be upweighted to coincide with key summer moments such as Glastonbury, Reading and Leeds Festivals, Secret Garden and bank holiday weekends.
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“We are delighted to see Kopparberg hit the great outdoors this summer with a campaign that reaches people with relevant and timely creative. It’s great to be aligned with those standout summer memories that stay with you all year round,” Kopparberg head of marketing, Rob Salvesen said.
A series of executions across social media and broadcaster video-on-demand will also be tied-in to Love Island’s latest series, cementing Kopparberg in the consumer’s summer mindset.
the7stars account manager, Charlie Timson added: “This responsive and geo-targeted campaign demonstrates how a memorable first sip of Kopparberg has become synonymous with cherished summer moments and “To firsts that last”.
“Digital out-of-home is the perfect medium for reaching young adults as they go about their day, embedding Kopparberg’s fame in summertime fun.”
