Kopparberg, the leading Swedish fruit cider, has announced 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 which aired 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.