Kopparberg launches ‘sun safe’ drinking campaign Melanoma Fund

kopparberg-Drink-Responsibly-This-Summer

Kopparberg – the unofficial official drink of the British Summer– has partnered with the charity Melanoma Fund to encourage consumers to drink responsibly in the sun this summer.

The partnership comes as recent research showed that skin cancers are the most common form of cancers facing young people in the UK and that melanoma incidence rates have increased in the UK by almost a third in the last decade. 

Kopparberg ‘sun safe’ campaign

The new ‘Drink Responsibly This Summer’ campaign is launching this Bank Holiday weekend across TV, OOH, digital, social and on trade.

As well as featuring the Melanoma Fund’s logo across all of its communications in this summer’s multi-million-pound campaign, Kopparberg is working with its network of pub and bar partners to install sunscreen dispensers developed in partnership with the Melanoma Fund.

The charity has also launched a dedicated page on its website within its ‘Sunguarding Outdoors’ campaign, outlining its top tips and advice on being safe in the sun when socialising outdoors.

At the centre of the campaign is the 40 second film directed by BAFTA winning Molly Manners at Biscuit Filmworks. Manners directed the second series of the BBC’s In My Skin and was lead director on the acclaimed Netflix series ‘One Day’.

Set to CMD/CTRL’s ‘No Stress’ the film sees a gang of friends ‘drinking responsibly’ with serious style as they apply vast amounts of suntan lotion, triple up their sunglasses and sit in elaborate shapes to keep themselves out of the sun.

The film is being supported by a series of huge OOH sites across the country which feature similar moments to the film, and through and digital campaigns.

Building on the brand’s long term ‘To Firsts That Last’ brand platform, first launched in 2021, the campaign will be brought to life across summer with a series of innovative activations on Kopparberg’s social channels, through special media buys, and PR campaigns including the launch of a series of UV protective products.

All these activations will be focused on moments in summer where consumers are likely to be enjoying Kopparberg in the sun.

Rob Salvesen, Head of Marketing at Kopparberg, said: “At Kopparberg, we want people to embrace and enjoy the summer responsibly. With longer, sunnier days approaching, it’s important to raise awareness about sun protection.

“By partnering with the Melanoma Fund we’re helping our consumers understand smart sun safety habits so they can confidently revel in the warm weather without compromising their health.”

Andy Clough Joint ECD at Neverland, said: “It takes a brave client to acknowledge that brands who encourage people to go out and enjoy the sun, also have a responsibility to promote sun safety”.

Michelle Baker, CEO at the Melanoma Fund, said: “Melanoma is dangerous yet mostly preventable with considered sun safety practices. This includes seeking shade, wearing protective clothing, and applying SPF30+ sunscreen, especially during the sun’s peak hours from 11am to 3pm.

“Staying hydrated is crucial, and if you are drinking alcohol, alternating it with water can help maintain hydration levels under the sun.

“Our mission is to empower active lifestyles by preventing all types of skin cancer, which is why we’re excited to partner with Kopparberg to address this issue and promote responsible drinking habits this summer.”

Here Be Dragons founder Paul McEntee, said: “This summer brief from Kopparberg is brave, fun and different and that’s the type of work we want to do.”

The campaign has been developed by Kopparberg’s long-term lead creative and brand strategy agency Neverland.

Media for the campaign was planned and bought by Kopparberg’s media agency the7stars, PR activations are being led by Here Be Dragons.

Social is being led by Gorilla and retail and on trade activations are being run by long term Kopparberg partner, Quantum.