National Campaign for Kopparberg Ireland
The job to be done was to create both brand and product awareness, via a through the line sticky creative campaign. The campaign developed specifically for the Irish market would be the first of its kind with the objective of leveraging the love that the audiences have for cider.
Kopparberg faced two challenges in Ireland. The first was that it was in a gradually declining category and the second was that there was reliance on international campaigns which did not always resonate with the Irish audience. The campaign was therefore to return Kopparberg to its rightful place of being loved by the Irish and ultimately to sales growth. We wanted to reintroduce Kopparberg as your first drink of the night to a millennial audience who feel nostalgia towards the brand and make a memorable first impression to a Gen Z audience who hadn't drunk Kopparberg before and didn't know it was Swedish.
We needed to find a commonality between Swedish and Irish culture in order to create an authentic Kopparberg campaign that resonated with an Irish demographic, and humour was our common thread. With humour being valued by both cultures we defined a new language that translates. A language that educates about Kopparberg's Scandinavian, Swedish provenance and partners it with daily conversational Irish drinking slang - and so the 'Swedish Taste that translates’campaign was born.