Video: Kopparberg strives for cool with 'ün-established' campaign
Swedish cider brand Kopparberg is tomorrow launching a new multi-million pound advertising campaign bearing the slogan 'ün-established since 1882'.
A TV ad, created by London agency RKCR/Y&R and set to the soundtrack of Swedish band Fredrik, contrasts dull caricatures against cooler Kopparberg drinkers.
The ad was shot in Stockholm and directed by Owen Harris, whose credits include BAFTA award-winning TV series Misfits and BBC comedy drama Holy Flying Circus.
Harris said: "It is a clear statement of intent, a manifesto that not only tells the viewer everything Kopparberg isn’t, but clearing defines everything it is, and then invites them to get involved."
As part of the campaign, Kopparberg has also agreed a new partnership with Spotify and Last.fm which will be the first time these two music platforms have worked together on a project led by a brand.
The two music platforms have created an app - the ‘Kopparberg Festival Player’ - which combines intuitive data from Last.fm with the streaming capabilities of Spotify to create the first playlist generator of its kind, focused completely on festivals.
The app will appear on KopparbergUK's Facebook page, introducing users to new music and helping them to build playlists tailored to their musical tastes.
The partnership was brokered by media planning and buying agency Arena Media.
Kopparberg will have a presence at over 15 festivals this summer and it will also run a series of its own workshops, exhibitions and parties under the 'ün-established' banner.
UK marketing director, Davin Nugent, said: "It feels very David & Goliath at the moment as we are having a significant impact in the market place with a much smaller budget versus our competitors. Unlike other brands, Kopparberg’s success has not been achieved through large scale advertising campaigns.
"We’ve had to work harder, with the aim of generating strong word of mouth to make sure the campaign reaches further than the budgets allow.”