Clemenger BBDO put town of Kopparberg at centre of cider brand campaign

By Steven Raeburn | N/A

November 26, 2013 | 3 min read

Clemenger/BBDO Melbourne has designed a new creative campaign for cider brand Kopparberg, emphasising the isolated nature of the town from which the brand derives its name.

A one-sheet from the campaign

The campaign will be executed online from next week, supported by a print and outdoor campaign.

The images were shot in Kopparberg, Sweden.

A one-sheet from the campaign

"We went to Kopparberg to shoot the ads with an idea of what we wanted to do, but meeting the locals really motivated us to capture the real unedited stories of Kopparberg,” said Craig Maclean, general manager - cider at Carlton & United Breweries.

"It's fascinating - this remote town of 3,016 people is producing the number one cider worldwide. The stories told in our ads almost wrote themselves - they are all taken from real conversations we had with the town's business owners and local characters."

Ant Keogh, creative director Clemenger BBDO Melbourne said: "The town of Kopparberg is very idiosyncratic, full of stories, history and charm. We really wanted this to shine in the ads."

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Kopparberg has quickly established itself as one of the world’s most popular cider brands. The media buying for the campaign was undertaken by Mediacom, with Sapient executing the campaign’s digital aspect.


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