The Swedish cider company Kopparberg launched today, May 14, a new ad campaign in the UK, titled “Outside is Ours”, aimed at helping people form an emotion connection with the brand.
The campaign film, created by 18 Feet & Rising, the brand’s long-term agency, based on the idea that “Outside is where we belong”, “A versatile playground where memories were made and all you needed was who you were with,” features several youngsters flying sculptural kites in the desert of South Africa’s Cederberg nature reserve and indulging themselves with Kopparberg cider. The soundtrack music is a cover of the 1980 hit ballad single “Everybody’s Got to Learn Sometime” written by James Warren and first performed by the pop band The Korgis (of which Warren was lead singer).
Kopparberg Cider is made by Kopparberg Breweries, which is Sweden’s largest cider brewing company, in the town of Kopparberg in central Sweden. Established in 1882, the brewery is family owned and is the main employer for the tiny town of just 4,000 people.
Kopparberg’s cider was introduced in 2003 to the UK by B O Times1 Limited with the Pear and Apple variants. In late 2007, non-alcoholic pear cider and cider with mixed fruit were added. The drink is now available in many other flavors, including Strawberry & Lime, Elderflower & Lime, Blueberry & Lime, Raspberry, Naked Apple, Spiced Apple (Apple & Cinnamon), Lemon & Lime Lager. Alcohol Free Pear Cider, as well as Alcohol Free Mixed Fruit Cider are also available.
The Outside is Ours campaign will run on TV, out of home, cinema, digital and social throughout the summer.