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=YWzJZmLHrPw

• http://www.youtube.com/watch?v=pKunlJxmQt0

• http://www.youtube.com/watch?v=A031Sk6AbaA

• http://www.youtube.com/watch?v=R7vMWJo09qU

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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