Kopparberg puts the spotlight on its hometown in a new campaign via Clemenger BBDO, Melbourne

Magic cider making water, a superb looking clock tower, a very large house and the caretakers of the world’s number one pear cider – the town of Kopparberg is like no other. From this week, Australians will get an insight into the quirky world of Kopparberg through a flash new website and a print and outdoor campaign that’s putting the cider’s hometown on the map via Clemenger BBDO, Melbourne.

The new ads offer a window into the unique of the little Swedish town that bears the cider’s namesake. The life of the locals is the hero, with all the ads giving a tongue-in-cheek view of the blissfully unaware community.

Featuring images shot in Kopparberg, the highlight of the ads are the quotes taken from locals that the production team met while they were shooting. Sonja’s dog, the magic of time telling and the famous cider making lake (that may or may not make the cider) are just some of the stories that were picked up on the trip to Kopparberg.

Says Craig Maclean, general manager – cider at Carlton & United Breweries: “We went to Kopparberg to shoot the ads with an idea of what we wanted to do, but meeting the locals really motivated us to capture the real unedited stories of Kopparberg.

“It’s fascinating – this remote town of 3,016 people is producing the number one cider worldwide. The stories told in our ads almost wrote themselves – they are all taken from real conversations we had with the town’s business owners and local characters.”

Says Ant Keogh, creative director Clemenger BBDO Melbourne: “The town of Kopparberg is very idiosyncratic, full of stories, history and charm. We really wanted this to shine in the ads.”

With stories collected from the townspeople, the website gives consumers a way to discover and connect with Kopparberg itself and the amazing tales and characters that have been uncovered there.

Kopparberg cider was first created in 1930, with the key ingredient being the unique soft water that is locally sourced from a naturally occurring spring beneath the town. It has a lower mineral content, allowing the natural pure taste of the fruit to come through unaltered.

Kopparberg is the number one pear cider brand in the world, and the UK’s number one flavoured cider.

For more information on what is happening with Kopparberg check out the brand new website here.

Clemenger BBDO

BTL: Zoo Republic