We did this by taking the emotional heart of the occasion - outdoor socialising - and establishing a strong link to the brand through communication. We started with the audience. Their most memorable and distinctive fruit cider moment was always outside, sun shining, with friends. We then delved deeper into outside socialising. The outside relaxed rigid social rules to make socialising freer, more connecting and inclusive, more spontaneous and playful, creating a shared energy that turned everyday moments into lasting memories.
In short, people came to life outside. Kopparberg’s Swedish values also added credibility to claiming the core drinking occasion. A strong connection with nature, freedom and connecting with friends and family outdoors. As the creator and leader of the category, Outside is Ours confidently claimed ownership of the emotional centre of the occasion. The challenge was how to execute this in a way that ignored category conventions, creating a visceral, unique idea that differentiated the brand and connected emotionally. The answer was kites as a metaphor for people coming to life when they socialise outside.