Kopparberg have announced the launch of their latest campaign, ‘Drink Responsibly This Summer’, developed in partnership with Melanoma Fund. The campaign looks to encourage people to embrace the sunny season whilst adopting sun-safe habits to keep their skin safe from harmful UV rays.
At the centre of the campaign is the 40-second advert directed by BAFTA-winning director, Molly Manners at Biscuit Filmworks.
Set to CMD/CTRL’s track ‘No Stress’, the film sees a gang of friends ‘drinking responsibly’ with serious style as they apply vast amounts of sunscreen, triple up their sunglasses and sit in elaborate shapes to keep themselves out of the sun.
On a mission to raise awareness of the dangers of UV rays and educate the nation on sun-safety, Kopparberg’s multi-million pound campaign features Melanoma Fund’s logo across all advertising this summer including TV, digital and social campaigns, as well as a series of huge billboards across the country.
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.”
The campaign will be brought to life throughout the summer with a series of innovative activations including the launch of thousands of SPF 50 sunscreen sachets, which will be available at select pubs and bars across the UK this summer.
In addition to this, Kopparberg are working with their network of pubs and bars to install sunscreen dispensers developed in partnership with the Melanoma Fund, in beer gardens across the country.
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.”
The charity has also launched a dedicated page on their website within their Sunguarding Outdoors campaign, outlining their top tips and advice on being safe in the sun when socialising outdoors.
Kopparberg SPF 50 sunscreen sachets will be available at select pubs and bars across the UK this summer, including;
IF Up North, Leeds
Vodka Wodka, Glasgow
Jessica O’Marley’s, Dundee