Kopparberg is launching a perfectly-timed new campaign, ‘Bring Me Sunshine’, although it is avoiding the summer clichés of blue skies, beaches and pools to bring a new meaning of sunshine to life for Gen Z consumers, focused on something more distinctive, human and culturally alive.
Developed by agency Neverland, the activity taps into an apparent conflict that sees the highly expressive and creative nature of Gen-Z, surrounded by increasingly similar trends, rituals and choices.
Rooted in the insight that many Gen Z feel expected to follow these trends, even down to what they order at the bar, ‘Bring Me Sunshine’ shows Gen Z there is an alternative. The line and campaign challenges this conformity by celebrating those who express themselves freely and bring a sense of originality and positivity to everyday life.
The brand is also incorporating this new line directly onto millions of Kopparberg’s bottles, cans and packs, to have Bring Me Sunshine across them.
The campaign is being spearheaded by a new film, inspired by a 2000’s music video shot on location and directed by Scottie Cameron of Iconoclast.
The film features a cameo from DJ and creator Dom Whiting, known for his “drum and bass on a bike” rides, and is set to an track by Joy Anonymous, co-produced by Fred Again, which is being released in parallel with the campaign.
The spot ends on one of Kopparberg’s new bottle caps flying into the air, the film and cut downs of it will run across TV, BVOD, social channels and in game advertising.
The sunshine in a bottle idea is being brought into OOH, social and digital platforms with product and flavour led creative which sees macro images of bubbles forming the shapes of each fruit flavour. Media is being handled by the7stars.
The ‘Bring Me Sunshine’ line features behind or above the products bringing a burst of sunshine to the products and liquid. These executions will promote some of the brand’s best-selling and most iconic products including Kopparberg Crisp Apple, Kopparberg Mixed Fruit and Kopparberg Alcohol-Free Strawberry and Lime.
The activity will be supported by on and off-trade activations across summer, including a competition which gives consumers the chance to be given some literal sunshine by offering winners a trip to Malta.
Kopparberg head of marketing Rob Salvesen said: “‘Bring Me Sunshine’ is about moving away from the polished version of summer that dominates our category and focusing on something that feels more real. For us, sunshine is the people who bring energy, originality and positivity to the world around them. We’ve captured that idea in a way that works everywhere from our bottle cap through to our latest film and OOH work.”
Neverland creative director Lloyd Daniel added: “Sunshine is an attitude. The people (and the work) that bring it always light up a room.”
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