Kopparberg has launched its largest-ever brand campaign To Firsts That Last which brings to life the role that Kopparberg has played in many of life’s most memorable events including that first sip of ice-cold cider that kicks off the start of summer and drinking with new life-long friends at university and many more.
The campaign highlights the brand’s role as a ‘First’ that ‘lasts’ – it was the first fruit cider to hit the shelves over 15 years ago and it has one of the fastest-growing ranges of spirits brands,
The campaign will kick off with a series of 60” TV spots that follows the story of the High Five which is thought to have originated in a 1970’s baseball game. The film tracks the high five from its alleged origin, through the last 5 decades to today. A true first that has lasted.
The campaign will also feature real lasting memories from consumers which will be displayed across large-scale dynamic Out of Home (OHH) advertising sites and social media. This will build and develop across the summer as new stories are shared, and the campaign will culminate with location-targeted OOH during Freshers Week. These will bring to life memories of specific bars and venues as they welcome in a new cohort of students in the autumn.
Rob Salvesen, Head of Marketing at Kopparberg said, “We [Kopparberg] are for firsts that last. This could be an artist, an action, one of our products, or anything really that has made a lasting impression and is still celebrated today.
“To Firsts That Last was one of those ideas that gave us all tingles as we heard it unravel during the pitch process. We instantly connected with those amazing memories that have been made with a Kopparberg in hand and thought of the amazing memories to come as we look forward to the bright future that lays ahead. Kopparberg is a true first that has lasted, and this is an incredible creative platform that every part of our business is excited about, and gives us an incredible base to build from as a brand.”
Kopparberg’s To Firsts That Last campaign has been created by Neverland founded in 2019 by Jon Forsyth and Simon Massey.
Noel Hamilton of Neverland commented, “What a relevant time to be launching such a positive and uplifting campaign. We could not be prouder of the To Firsts That Last brand platform for Kopparberg, and the incredible film and campaign we’re launching it with. It has been an absolute joy working with the team at Kopparberg, and our supremely talented list of production and agency partners. Seeing To Firsts That Lasts come alive in the upcoming weeks, alongside the consumer reaction will be a proud moment for us all.”
The campaign will run across the summer and includes TV spots in the Euros and the new season of Love Island.
Kopparberg now boasts a portfolio of fruit refreshment products both within and outside of the fruit cider category, including Kopparberg Premium Gin, their Hard Seltzer range and the recently launched Kopparberg Rum and Kopparberg Vodka; all with the distinctive fruit flavours that made the brand famous.