Kopparberg has announced a £5m push for its flavoured ciders and new frozen range.
Activity kicks off this month with an outdoor campaign for Strawberry & Lime that takes inspiration from tattoos and body art. It will appear at more than 1,900 sites from May, including London’s Piccadilly Circus, Manchester’s Piccadilly Gardens and Glasgow Central.
Activity will extend to Kopparberg’s Frozen Fruit Ciders later in the summer.
The brand’s pop-up festival Kopparberg Urban Forest is also returning to Hackney Wick in London during June and July. The festival will be supported by Kopparberg’s partnership with Spotify, which will feature set lists from performing artists.
Kopparberg – which is also investing in press, digital and social media activity – last month announced its was tapping the trend for pouched frozen drinks with what it claims is the world’s first frozen cider.
Kopparberg Frozen Fruit Cider is available now in individual 250ml metallic pouches from more than 1,000 UK stores, including Tesco, Asda, Morrisons, The Co-op and selected c-stores. It comes in two 4% abv variants, Strawberry & Lime and Elderflower & Lime (rsp: £2.99).
Sales of Kopparberg’s Strawberry & Lime cider grew 35.8% last year to £34.5m [Nielsen 52 w/e 11 October 2014].