This document summarizes a marketing campaign plan for Kopparberg cider. It identifies the target male audience aged 23-34 and analyzes their social media usage and perceptions of Sweden. The plan involves a series of pop-up events at summer festivals from June to September to promote Kopparberg's image. Key elements include a Swedish-themed booth design, social media promotion using hashtags, and YouTube/radio ads. Metrics such as social media engagement, website traffic and sales data will be tracked to evaluate the campaign's success in altering perceptions of the brand and creating a memorable summer experience for its target audience.

1. Team Kudos

2. CHRIS
Account Director
AIMEE
Events and Logistics
Director
RHIAN
PR and Marketing Director
EMILY
Creative Director

3. Right
Environment
Audience
Choice
Heritage

4. ?

5. This one, not the Alien.

6. Spend around 10
hours a day
consuming media
Web Access equals
27.16% of media
consumption vs. 5.56%
of time accessing print
media.
Spend around 2
hours a day
listening to radio
whilst commuting
Timescape
Analysis
Surprisingly, happy
for around 8 hours
of the day!
Information via IPA Timescape
Spend around 1 hour &
1/2 each day accessing
web via laptop vs. 15
mins on mobile and 2
mins on tablet.

7. Following our discussion guide structure we asked four individuals about their
lifestyle and drinking habits, to ensure unbiased results.
Ross- 23,Waitrose sales
manager, Chesham.
•Tends to socialise with friends and
partner.
•Plays golf
•Perceives Kopparberg as a young
persons drink (18-21)
• Associates Sweden with lederhosen
and Blonde women serving beer.
Jake-23, Financial solutions
company based in Canary
Wharf
• Likes socialising at work both
lunch and evenings (Friday and
Saturday)
• Likes football
• Would buy Kopparberg in a bar
•Associates Sweden with Blonde
Women.
Barry-29 Art director @ Holler
• Socialises with friends and wife
at the weekend.
• Prefers Rekorderlig over
Kopparberg
• Tends to go out Fridays with
work colleagues if there is
something to celebrate.
• Associates Sweden with IKEA.
Alison-25 Family Protection
Consultant @ Union Benefit
• Socialises with friends during
weekday evenings and at the
weekend.
• Loves outdoors events.
• Tends to go out for lunch/in
evenings with work colleagues.
•Buys Kopparberg at pubs/bars
• Associates Sweden with having
a high quality of life and having a
large disposable income.
Aimee

8. The male target audience (23-34) have proved to be more responsive to social
media platforms than initially thought.
Women tend to embrace Kopparberg as a summer beverage, however males
tend to be attracted by popularity and advertisement before trying.
Buying behaviour indicates that alcohol is more likely to be brought during onlicensing hours and popular summer events.
Similar ideologies and values of Swedish culture have become ingrained in the
work/life balance of the chosen target audience.
British males tend to stereotype Sweden as a country; perceptions need to be
altered to in order to represent the quality of life that the country leads.

9. Using cultural aspects and
values we aim to create a
‘Swedish’ themed stall that
appeals to the audience without
stereotyping or veering away
from the primary research
analysis.

10. We want to target them
We want to keep this…

11. JUNE
Epson
Derby
1st June
Eden Sessions
7th – 9th June
Royal Ascot
18th – 22nd June
JULY
Goodwood Festival of
Speed
3rd – 5th July
Henley
Royal
Regatta
6th – 7th
July
Summertime
in Hyde Park
9th – 14th July
Brass Durham
International Festival
16th – 20th July
Wimbledon
28th – 30th June
AUGUST
Edinburgh Festival
Fringe
3rd – 6th August
Bristol
International
Balloon
Fiesta
8th – 11th
August
EAT! Newcastle
Gateshead
th – 29th August
24
SEPTEMBER
Brighton and Hove
Food and Drink
Festival
5th – 10th
September

12. W
H
I
T
E
P
I
C
K
E
T
F
E
N
C
E
W
H
I
T
E
Bar
Table
Table
Table
Table
Mini
Golf
(Where
Applicable)
P
I
C
K
E
T
F
E
N
C
E

13. •£15/h models
•£10/h waitresses
£132,000 for all pitches
£5,850 Bar Hut
£12,000 Logistics
£3,000 for one
themed hole
£4,787 outright

14. Visit us/
Promotion on
event Facebook
and Twitter
Pages
Instagram/
YouTube to
reveal
locations
Social
Media
Aspects of
Campaign
Vine/ Twitter campaign
#justtherightammount
To promote longevity
The Kopparberg
Car- What
people think of
Kopparberg via
Vine.

16. UK YouTube statistics show
that around 35% of sites
users are 25-34 with the
majority of them being male
Google’s recent study proves
users are 4 times more likely
to visit the advertisers
website if they’ve seen it on
the YouTube homepage

19. ‘To ensure the client achieves ROI’
Before
•Event
•Fizzy vs. Flat
• Emotional reaction
• Determine sales to decide
samples
During
•Tweet Deck
•Facebook, QR Tags (click
through rate)
•You Tube Hits
•NRS data
•Google ad words + analytics
After
•Outsourced
•Campaign Success
•VariablesWeather, Location etc.

20. 01-Jun 08-Jun 15-Jun 22-Jun 29-Jun 06-Jul 13-Jul 20-Jul 27-Jul 03-Aug 10-Aug 17-Aug 24-Aug 31-Aug 07-Sep
Campaign Launch/ Epsom Derby
Social media activity
Eden Sessions
Royal Ascot
Launch YouTube Ad/ Radio Ad
Wimbledon
Mail Online/ Metro campaign
Goodward festival of speed
Henley Royal Regatta
Summertime in Hydepark
Brass Durham festival
Edingburgh festival fringe
Bristol International Balloon Festival
EAT! Newcastle
Brighton & Hove Festival

21. Social Aspects:
-Promote longevity via social
media, for example experiences
of the summer.
- Just the right amount we will
hope will become an association
with Kopparberg and the brand
experience.
Blog
- Following on from the
campaign people who attended
the event will have the chance
to review Kopparberg via our
blog.

22. In summary we present to you- Kopparberg ‘Just The Right
Amount’ combining aspects of Swedish culture with a well
known brand name to give our audience a worth while
drinking experience.