Kopparberg Toasts U.K. Fest Season With Music Program
July 02, 2008
- Global
| Branding
By Lars Brandle, London
Swedish cider specialist Kopparberg is extending its brand into the U.K. music scene through a host of new initiatives.
At the heart of the drinks firm's music strategy is the so-called "Kopparberg Collective," which will branch into a "singles club," a "privilege card" and a "One Big Tree" installation at two upcoming festivals.
From June to August, the singles club will issue three double-A side singles via a non-exclusive licensing deal. The recordings, which will feature six up-and-coming artists, will be available in limited edition 7" formats, and as digital downloads from www.onthejukebox.com. A Kopparberg Collective tour will run across numerous Scottish venues from June 26, giving a promotional lift for the recordings and the six artists, which include the Ads, Kobai and Injuns.
The privilege card will allow holders free or discounted entry to a number of club nights in Scotland, and enters the card holder into a prize draw to win tickets to Scotland's Hydro Connect Festival, to be held Aug. 29 - 31. Kopparberg's "One Big Tree" chillout zone will have a presence at Connect and at Rob da Bank's Camp Bestival, to take place in Dorset, southern England, from July 18-20.
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