The brand is also benefiting from branding activity in bars and sampling at festivals after development of a new bar installation with design company YourStudio. Called the Kopparberg “happenings”, the festival activity is in line with its social media campaign, focusing on promoting the Cloudberry and Elderflower & Lime variants.
With the heat wave look set to continue, Kopparberg has created a refreshment-focused outdoor campaign that automatically springs to life once temperatures hit a certain level. Focusing on Kopparberg Mixed Fruit and Kopparberg Strawberry & Lime, it is running on digital screens in London, Manchester, Liverpool and Glasgow.
Rob Calder, head of marketing at Kopparberg said: “British summertime has become synonymous with cider and this is clearly reflected in the sales boost we’ve seen this month.”
Kopparberg has been building its profile in the on-trade through new branded furniture for bars and pubs across the UK. Developed with YourStudio, it includes outdoor benches and tables plus indoor coffee tables, lights, chalk boards, Chesterfield sofas and tub chairs (pictured below).
Taking its inspiration from Kopparberg’s “Unconventional” ad campaign, the furniture is themed “Undesigned”, using raw materials, raw timber, scuffed paint and a stripped-back look throughout. YourStudio also designed two new trade brochures and catalogues for bars and pubs with the same “Undesigned” concept.
Tom Philipson, YourStudio co-founder, said: “The challenge with the bar furniture was to create a brand extension which reflected Kopparberg’s marketing campaign and maverick values while still being true, comfortable, cool and authentic in a pub or bar environment.”
Rob at Kopparberg added: “YourStudio really raised the bar with the new furniture. The campaign means we can demonstrate that Kopparberg is not just about delicious cider, but that we can deliver innovative investments to support the trade too.”
The new furniture also features in Kopparberg’s new bar installation for festivals such as Parklife and Field Day, with YourStudio working with PR agency Manifest London.
This summer has seen the brand take Kopparberg “happenings” to cities around the UK including Manchester and Glasgow, rewarding fans of the cider with a prize experience that they asked for via Twitter. In Glasgow, the winner and his friends enjoyed a party in a Kopparberg vehicle transformed into a Swedish forest bar with free cider, DJ, lanterns and wild foliage (pictured top).