Kopparberg to double marketing
Kopparberg cider is to double its marketing spend in 2012 after its Find Kopparberg campaign led to a surge in sales of the brand.
A new TV ad in the campaign is to be filmed in early January and is scheduled to be screened in the spring, accompanied by outdoor and online ads.
The 2012 spend will be £10 million compared with £5 million this year.
Davin Nugent, managing director of supplier COS Brands, told OLN that research conducted for the company showed 42% of Kopparberg consumers were new to the brand in the past year, with 55% of Kopparberg drinkers consuming it at least once a fortnight.
He said: “When we came into the market, we said we weren’t just going to be about stealing market share from other brands but growing the cider market as a whole. This research shows we are doing this.”
Nugent added the Find Kopparberg campaign had achieved 48% recall among 18 to 24-year-olds and 43% with 25 to 34-year-olds.
“It’s given us the confidence to in-
crease our spend for next year,” said Nugent, who added that total sales for the brand were up 70% in the past year.
“It’s easy enough to achieve that kind of growth in year one or year two but when you’re six years into the life cycle of the brand it’s a different story,” he added.