Koppaberg has partnered with charity Melanoma Fund, in order to encourage consumers to drink responsibly in the sun this summer.
Developed with creative agency, Neverland, and launching this bank holiday weekend, the ‘Drink Responsibly This Summer’ campaign will be shared across TV, OOH, digital, social and on trade publications.
At the centre of the campaign is a 40-second film directed by BAFTA-winning Molly Manners at Biscuit Filmworks. Set to the tune of CMD/CTRL’s ‘No Stress’, the film shows a gang of friends ‘drinking responsibly’ as they apply vast amounts of suncream, don sunglasses and sit in elaborate shapes to keep out of the sun to help reduce their risk.
Building on the brand’s ‘To Firsts That Last’ platform, which launched in 2021, the campaign will also be brought to life across Koppaberg’s social channels, through special media buys and PR campaigns including the launch of a series on UV protective products.
All of these activations will be focused on summer moments where consumers are likely to be enjoying a Koppaberg in the sun.
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“At Kopparberg, we want people to embrace and enjoy the summer responsibly. With longer, sunnier days approaching, it’s important to raise awareness about sun protection,” said Koppaberg head of marketing Rob Salvesen.
He continued: “By partnering with the Melanoma Fund we’re helping our consumers understand smart sun safety habits so they can confidently revel in the warm weather without compromising their health”.
Melanoma Fund CEO Michelle Baker added: “Melanoma is dangerous yet mostly preventable with considered sun safety practices. This includes seeking shade, wearing protective clothing, and applying SPF30+ sunscreen, especially during the sun’s peak hours from 11am to 3pm.”
“Staying hydrated is crucial, and if you are drinking alcohol, alternating it with water can help maintain hydration levels under the sun. ”
“Our mission is to empower active lifestyles by preventing all types of skin cancer, which is why we’re excited to partner with Kopparberg to address this issue and promote responsible drinking habits this summer,” she continued.
