After a successful launch in the mid noughties Kopparberg, the swedish made cider had suffered a couple of years of serious decline.
The brand after a couple of years of little or no investment was seen as ‘being off the boil’ and lacked a clear differentiated purpose amongst it’s target drinkers. The consumer needed to be given a reason to drink it.
What was to be done?
Well we plugged consumer research, consumer insights and product truths into our daringly simple planning process and landed on the daringly simple idea that Kopparberg with it’s sweet, clean tasting effervescent offered the perfect ‘first drink refreshment’. Our creative would glorify this refreshment using the very best liquid specialists to create a the most tastebud tingling imagery one could imaging, all overlayed with a dollop of our newly set quirkly Swedish tone of voice.
This great work resulted in just short of a 60% swing in sales, as well as countless saliva covered TV sets and has been exported to Australia as being best in class