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Kopparberg looks back at the high five to showcase its thirst for firsts

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By John Glenday | Reporter

June 1, 2021 | 3 min read

Swedish cider brand Kopparberg has focused on the genesis of the high five celebratory gesture for its biggest ever brand campaign. Illustrating the long association of Kopparberg with memorable events, ‘To Firsts That Last’ illustrates the staying power of those who come first.

Kopparberg

Kopparberg salutes the iconic hand gesture in its latest ad

Winding the clock back to the first recorded incident of a high-five celebration, the advert kicks off at an American baseball field in 1977 when an impromptu slap caught the world’s imagination.

From there the one-minute commercial fast forwards through successive decades of memorable events and personal milestones, illustrating the staying power of a greeting that has far outlasted flared trousers and ponchos.

The fun history lesson is born out of Kopparberg’s celebration of its status as the first fruit cider to hit mainstream success on supermarket shelves 15 years ago. propelling the brand into a global drinks powerhouse.

Striving for authenticity, each era depicted in the advert was shot on cameras and film stock that would have been in use at the time, with actors all wearing authentic fashion supplied by specialist costume houses.

Rob Salvesen, head of marketing at Kopparberg, said: “In the campaign film we celebrate an iconic first – the high five, a gesture that, like Kopparberg, has lasted the test of time. ‘To Firsts That Last’ was one of those ideas that gave us all tingles as we heard it unravel during the pitch process. We instantly connected with those amazing memories that have been made with a Kopparberg in hand, and thought of the amazing memories to come as we look forward to the bright future that lays ahead.”

In tandem with the TV commercial, Kopparberg is sharing key moments and memories from consumers across large-scale dynamic out-of-home and social formats throughout the summer, culminating in a location-targeted denouement to coincide with Fresher’s Week that will bring to life memories of specific bars and venues favored by students.

‘To Firsts That Last’ was developed by Neverland and will run throughout the summer, including high-profile spots for the Euros and Love Island.

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