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Kopparberg unveils 'un-established' marketing drive

Kopparberg is set to unleash a £10m marketing campaign which aims to link the cider brand to unconventional lifestyles, innovation and music.

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Drawing on its Swedish heritage, the drive is themed around the strapline "ün-established since 1882" and will be spearheaded by a TV campaign, created by RKCR/Y&R, breaking tomorrow (15 May).

Set and shot in Stockholm it aims to capture the spirit of being "ün-established" by depicting out-dated stereotypes of Sweden set against examples of contemporary Swedish life.

Featuring in the ad and also providing the title track is the upcoming Swedish band, Fredrik playing the track ‘Chrome Cavities’ during a secret gig in a forest.  

Director Owen Harris, who most recently directed BAFTA award winning TV series Misfits, said: "This new campaign cleverly builds upon the success of the previous FINDKopparberg campaign by further defining the brand as a distinct and refreshing alternative.

‘It is a clear statement of intent, a manifesto that not only tells the viewer everything Kopparberg isn’t, but clearly defines everything it is, and then invites them to get involved".

As part of this activity, the brand has also struck up a partnership with Spotify and Last.fm, believed to be the first time that they have worked together on a brand campaign. The three-way partnership was devised by Arena Media.

The two music platforms have created an app - the ‘Kopparberg Festival Player’ - which is unique to the cider brand. It combines intuitive data from Last.fm with the streaming capabilities of Spotify to create the first playlist generator of its kind, focused completely on festivals.  

The Kopparberg Festival Player, which will only be accessible via the KopparbergUK Facebook page, introduces the user to new music and allows them to create specific playlists tailored to their musical taste which they can then share with their friends.  

Kopparberg head of marketing, Rob Calder, said: "This partnership elevates our continued support of new music and festivals allowing us to shine a spotlight on the talent of 2012."
 
To further its strong association with music, Kopparberg will have a presence at more than 15 festivals and major events across the UK this year, including a renewed partnership with The Warehouse Project; plus stages at Field Day, Apple Cart and Rockness.

It also plans to bring a series of events to cities across the country to showcase "un-established talent" through a series of workshops, exhibitions and parties.

This article was first published on marketingmagazine.co.uk

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