kopparberg fruit lager

Sweden’s Kopparberg is supporting the rollout of its new Fruit Lager with a multimillion-pound marketing campaign that includes a one-day ‘anamorphic street art experience’.

Taking place on 2 June in the Boxpark marketplace in Shoreditch, London, the event is a collaboration with artist Will Vibes.

It will feature a Kopparberg-branded ‘illusion’ – inspired by the Swedish landscape and the lemon & lime in Fruit Lager – projected on to a three-metre-tall mirrored bottle, which the brand said was “designed to challenge the familiarity of a normal street art creation”.

The product, which was unveiled in January, will be sampled on the day as part of a wider summer pop-up.

The art event will be followed by a partnership with Sofar Sounds, organiser of ‘intimate’ and unfamiliarly located gigs, to launch a three-part live music series featuring shows in London, Leeds and Glasgow. Consumers will have to sign up to attend before being teased with the locations and artists.

This year also sees the return of Kopparberg Urban Forest, the mini-festival that is set to take place within a number of the UK’s biggest music festivals, including Wild Life, Lovebox and Citadel.

“Kopparberg Fruit Lager is undoubtedly one of the biggest product launches in the history of our brand, so we’re thrilled to be supporting it with an incredibly exciting and diverse marketing campaign in 2016,” said Jodie Alliss, senior marketing manager. “We look forward to showcasing Fruit Lager to new and existing Kopparberg fans across the summer.”