Shaken & Stirred - Influential Brand Profiling and Positioning

Kopparberg launches new multi-million ‘Fanga Dagen’ campaign

Kopparberg, the leading Swedish fruit cider, announces the launch of a brand new multi-million marketing campaign entitled ‘Fånga Dagen’. The creative will be rolled out across multiple channels this summer, and will form the basis of a holistic campaign for the brand across TV, press, digital, outdoor, PR and social media.

Kicking off the campaign is the launch of a new showpiece TVC, which will be appearing on TV screens across the summer and airing for the first time on Monday 20th June. Directed by California-based Mike Piscitelli and shot in the brand’s Swedish hometown of Kopparberg, the new TVC takes inspiration from the phrase ‘Fånga Dagen’, the Swedish way of saying ‘life is what you make it’.

Harking back to where it all started for Kopparberg, the advert centres around one man’s impromptu and flowing journey home through the Swedish town after working at the Kopparberg brewery. Shot against the backdrop of the beautiful Swedish landscape and the distinct architecture of the town, it captures the ‘Fånga Dagen’ spirit of being alive and ‘in the moment’, a feeling that is encapsulated within Kopparberg town and the independent brewery that still operates there today.

The advert also includes an originally produced music soundtrack. Composed to the film using real life sounds such as human voices and movements, including clapping and stomping, the track has been designed to match the natural feel and spirit of the overall TVC.

The ‘Fånga Dagen’ mindset is the key theme that runs throughout the summer marketing campaign and has been developed by 18 Feet & Rising. From June to August, Kopparberg will use the creative as part of its largest marketing campaign to date.

Alongside TV, there will be paid for support for the advert via YouTube, social media, Tubemogul and cinema. In addition, there will be further outdoor media investments from Kopparberg with multiple 16-sheets, banners, digital displays and print adverts.

The new ‘Fånga Dagen’ campaign is Kopparberg’s latest wave of marketing activity following the launch of the brand’s newest product, Kopparberg Fruit Lager earlier in the year. The newest addition to the Kopparberg range is also being backed by a heavyweight marketing campaign during the summer.

Jodie Alliss, Senior Marketing Manager at Kopparberg, commented: “We’re thrilled to be launching the ‘Fånga Dagen’ campaign, an incredibly exciting and landmark moment for the Kopparberg brand. Not many people know that Kopparberg is still made in the small Swedish town of the same name and owned by the Bronsman family that started it all 23 years ago. It’s why we resonate with ‘Fånga Dagen’ – this mindset is the reason for Kopparberg’s existence, and is central to our brand’s provenance and pioneering spirit.“

Behrad Taherparavar, Creative Director 18 Feet & Rising commented: “Our job was to capture the humble philosophy of Kopparberg town, a tiny place which continues to produce a product that’s loved worldwide. We wanted to celebrate the unique attitude to life that runs through the brewery and the town of Kopparberg. The advert is about celebrating hypersensitivity to being alive and in the moment.”

The campaign strategy and creative was developed by 18 Feet & Rising. The PR activity is being driven by W Communications, while Goodstuff is managing the media planning, buying and social media.