Swedish-owned cider brand Kopparberg has unveiled the next phase of its 2024 “Drink Responsibly This Summer” campaign with the launch of a new football shirt, designed to block 97.5% of UV rays.
Created in partnership with the Melanoma Fund, the first wave of the campaign launched across TV and OOH in May, with the latest iteration based on a new survey commissioned by Kopparberg, which revealed that nearly a third of Brits (29%) have experienced sunburn while watching football live or in pub gardens, and 59% admit to sometimes skipping sunscreen at these events.
Based on these insights, the drinks brand has teamed up with agency Neverland to protect UK fans from the risk of sunburn coinciding with the start of the Uefa European Football Championship.
Whether the shine will actually shine, of course, is another matter.
The unique UPF40 (Ultraviolet Protection Factor) football shirt will be handed out at select pubs across England and Scotland to keep fans safe, and will also be given away through social media competitions across the tournament.
Kopparberg brand manager Nancy Dales said: “Kopparberg and summer are a perfect match. So, with sunnier days approaching, raising awareness about sun protection is important. We were surprised to learn that almost 6 out of 10 Brits neglect applying sunscreen every time they’re at a live football match or screening in a pub garden, which will be huge this summer with the Euros.
“That’s why we’ve introduced our UPF40 football jerseys and a range of SPF products as part of our ‘Drink Responsibly This Summer’ campaign, through which we’re not just offering delicious refreshment on sunny days but also protection, ensuring that every outdoor experience is both enjoyable and safe.”
Featuring a large UVF rating and UV colour scale on the back, the shirts aim to raise awareness of the importance of sun protection. Kopparberg will also be handing out SPF50 sunscreen samples and UV-reactive strawberry-shaped stickers that change colour when it is time to reapply.
Melanoma Fund chief executive Michelle Baker added: “Sunburn doubles the risk of melanoma, the most dangerous forms of skin cancer, which is largely preventable by practicing proper sun safety like seeking shade, wearing protective clothing, and applying SPF30+ sunscreen.
“This is precisely why our partnership with Kopparberg is so important, highlighting these issues and responsible drinking along with sun-safe habits this summer.”
Neverland joint executive creative director Andy Clough concluded: “There’s no VAR to call back UV rays, once the damage starts it’s tough to reverse. Now Kopparberg drinkers can stay protected watching the Euros, whilst looking pretty damn good too.”
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