With Brits flooding to the parks at the first sign of sunshine, summertime favourite cider, Kopparberg is encouraging sun-safe drinking by teaming up with skin cancer charity, the Melanoma Fund. Kopparberg’s summer campaign encourages both responsible drinking and reminds consumers to wear sunscreen and protect their skin. 

The campaign follows research showing that skin cancers are the most common form of cancer facing young people in the UK. Melanoma incidence rates have increased in the UK by almost a third in the last decade. Koppaberg’s summer campaign paints the picture of a traditional day in the park, while reminding audiences to be careful while they enjoy their drinks in the sun.

Created with the help of Neverland, ‘Drink Responsibly This Summer’ communicates the joy of summer. A hero film directed by BAFTA winning Molly Manners at Biscuit Filmworks who was lead director on the acclaimed Netflix series ‘One Day’, depicts a familiar day out with friends in the park.

The film shows friends laughing together, making memories and ‘drinking responsibly’ while they apply copious amounts of sunscreen to their faces and bodies. The friends laugh as they wear multiple sunglasses, paint each other with protection and make joyful movements to keep out the sun. The film is set to the dynamic soundtrack CMD/CTRL’s ‘No Stress’ which conjures up memories of fun summer days shared with friends.  

Focusing on the fun of summer and being playful with sun-protection, rather than fearmongering, the campaign underlines that being safe doesn’t mean missing out on summer fun. 

The campaign is set to run across TV, outdoor, digital, social and on trade and will feature the Melanoma Fund’s logo across all of their communications. 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.

Extending the message beyond creative executions, 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 guide outlining top tips and advice on being safe in the sun when socialising outdoors.

“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.” explains Rob Salvesen, Head of Marketing at Kopparberg.

Providing consumers with ways to enjoy the sun for longer and be safe while having fun, the campaign helps audiences prep for the long summer days ahead.