Kopparberg goes edgy with tattoos and body art
Kopparberg is going edgy this summer, marking its £5m seasonal push with body art and tattoos to give the brand’s look more impact during the crucial trading period.
The creative riffs on the fruit cider’s top summer variants, using their ingredients as the basis for specially designed tattoos that feature in the 18 Feet & Rising-created ads. Vines of strawberries intertwined with limes form the image, which is inspired by tattoo artist and photographer Peter Rad.
Outdoor ads will showcase the designs until August in the brewer’s largest investment in the medium to date with over 1,900 sites and roughly 4,000 6-sheets in eight cities across the UK. Key locations include London’s Piccadilly Circus, Manchester’s Piccadilly Gardens and Glasgow Central.
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Kopparberg's Urban Forest pop-up forest returns for a second year due to popular demand. It will set up a Hackney Wick where visitors will be treated to an eclectic lineup of music, street food and creativity for five weeks throughout June and July. The event is used as a shop window for the brewer's full cider range, including its new Frozen Fruit Cider.
Additionally, press, digital, social and outdoor activity will promote the arrival of the cider's latest addition.
Media planning and buying was handled by Goodstuff, while the experiential aspects were managed by the MAMA Group.
The campaign follows the brand's return to the offbeat, quirky marketing it employed in the noughties last year. Kopparberg had employed a more product-driven strategy but felt the need to shake things up after seeing Stella Artois and Heineken make more concerted plays for the fruit cider category.