Kopparberg CiderBy: Kacie Penman

History• Founded in Kopparberg, Sweden

• Known for soft water (low mineral content allowing for richer, more natural flavor)

• Owners back in 1882 and still today value simplicity and uncomplicatedness

Target Audience• Men and women ages 18-35 • Established or un-established people • Misfits/weirdoes • The easy going who are out to have

fun and find adventure outdoors

Message• Create a big experience out of small

and simple things going on around you

TV ads• http://www.youtube.com/watch?v=YWz

JZmLHrPw• http://www.youtube.com/watch?v=pKu

nlJxmQt0• http://www.youtube.com/watch?v=A03

1Sk6AbaA• http://www.youtube.com/watch?v=R7v

MWJo09qU

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Media Strategy • Advertising (TV, Magazine, posters) • Hosted events• Sponsoring concerts and bar openings• Social media • Be including and interactive in all steps • Mission: become the UK’s leading

premium beverage brand building experts

Campaigns• Taste labs in different cities

to get buyers involved in deciding on new flavors and comparing against other competitors

• Paired with Eklectik Magazine to showcase their originality and simple beauty

• Share experiences on social media with #happenings

Campaigns • Urban Forest

• 5 weeks in Dalston’s Bootstrap Company • Food, drink, live music, street art• Showcase inspired beauty of the original town• Donating part of proceeds to local charity

there

• Ja Ja Ja Festival• Warehouse project

• Sponsoring these festivals to get more brand awareness

Global/Local• Global campaign • Kopparberg is sold in over 40 countries

• Most in Europe area• Asia • USA• Canada• Australia

• 9 flavors

Evaluation • This campaign will work in all countries

because all cultures can understand the simplicity portrayed and yet the intriguing quality at the same time.

Differences from U.S.• No different• Same language• Drink responsibly