Kopparberg has launched its first soccer-based campaign, concentrating mainly on upcoming European Soccer Championship. This mini-campaign has a very specific character, in a sense that it is focused on a single game on Euro 2012 between Sweden and England, that will occur on May 15th. Since the campaign is aimed for population of both nations, this campaign is called “Swengland“.
The famous Swedish brewery decided to make very risky decisions with this campaign, aiming for both Swedish and English audience. None-the-less, in pubs all over United Kingdom there will be flags of both countries, along with fake mustache that fans will be wearing while having their favorite cider “brewski”.
People can reserve their pair of mustache on Kopparberg’s Facebook page, so they can get a pack ahead of the game. Since this campaign is internet-based, Kopparberg is trying to expand their social media potential. As a matter of fact, in past six months there have been 60,000 new fans of the Swedish cider brewers.
Rob Calder, head of marketing at Kopparberg, claims that this campaign does not have a goal to separate non-soccer fans from their product, but sees a great opportunity to expand the market. He also added:
“We’re not trying to be something that we’re not. We’re more focused on bringing together fans from both sides and having a good atmosphere around the match. Rather than support either England or Sweden the brand decided to combine the two countries in a tongue-in-cheek way that’s in keeping with our ‘Un-established since 1882’ marketing strategy.”
This will surely mean that Kopparberg will continue to make their campaigns around the soccer games of their origin country as well as the country where they sell most beer. Also, this will contribute to Kopparberg’s brand in a sense that it will connect beer tasters and soccer, whether marketing department of Kopparberg aimed for that or not.
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