Kopparberg has unveiled a £4m media campaign focusing on its elderflower & lime and cloudberry variants.

The campaign is being rolled out across TV, outdoor, digital, video on demand, press and events. The product ingredients are the centre of the campaign but are portrayed through irreverent forms such as an elderflower beard or a head of cloudberry hair.

Brand manager Jodie Alliss said: “Kopparberg is already widely hailed as the hero of hazy summer days and balmy nights. Our Cloudberry and Elderflower & Lime ciders are adventurous and quirky flavours that perfectly show off Kopparberg’s Nordic roots.”