Kopparberg were looking for fresh perspectives on their brand and brand confidence. This page includes 2 briefs (Free the Flavour & Bitterfruits) that tackle different ways Kopparberg can attract new audiences and retain consumers.
FREE THE FLAVOUR
Consumers have specified one of the reasons it’s so popular is because of the taste and flavour. We want to use this to our advantage by focusing on the taste. With ‘Free the Flavour’ we are elevating the taste experience with full transparency of the product. We are making Kopparberg desirable.
Insight: it's all about...
Emphasizing the freedom in the drink with the ingredients used and authenticity of the product.
Promoting the freedom of choice, consumers have a range of flavours to choose from to satisfy their unique tastes.
Enhancing the freedom in enjoyment so consumers can expect a more delicious experience with Kopparberg.
6 sheet Posters
48 sheet Posters
BITTER FRUITS
Kopparberg was the first brand in the UK to launch a fruit cider and are still market leaders in this category. Help create a campaign to help launch a new product.
Problem: Gen Z audience is increasingly cutting back on alcohol and sugar so sales aren't living up to the target. Even those who still drink, tend to stop drinking Kopparberg after the age of 25.
Solution: Kopparberg Bitter Fruits is a new product with a lower ABV, less sugar and more complex taste. It has added herbs and botanicals to appeal to Kopparberg drinks over the age of 25, who look for a more natural refereshing drink.
Campaign: Cheers To
I based my campaign on the word 'Growth'. It's all about Kopparberg maturing in flavour as we all eventually mature in life. I wanted to put Kopparberg as the pillar for milestones you have in life; whether that be starting a new job or buying your first house. Kopparberg would be the cider to use 'to cheers' to such occasions. It would be a campaign that connects peoples achievements around the world. Big or small... Cheers to Kopparberg Bitter Fruits.
Product Label
I designed this label using my theme of growth as a starting point. The tree represent different paths you can take in life and the fruits & leaves represent the flavour having both bitter and sweet. The pheonix symbolises rebirth of the Kopparberg brand by toning down their sweetness they are subverting the normality of their previous ciders.
Campaign Posters
Campaign Video
I made a quick script and storyboard on how I envisioned what the advert would look like for this type of campaign.