Kopparberg is supporting the roll-out of its new Fruit Lager product with the launch of a new marketing campaign.

The campaign kicks off this month featuring a programme of activity across press, experiential, social media, digital and outdoor. In addition it will include the launch of a one-day street art experience in Shoreditch’s Boxpark on 2 June, in collaboration with London based artist, Will Vibes.

Kopparberg’s 3D art illusion, placed on a three-metre tall mirrored bottle, is designed to challenge the familiarity of a normal street art creation. The company said it will take inspiration from “the beauty of the Swedish landscape and the refreshing lemon and lime ingredients featured in Kopparberg Fruit Lager”. The new product will be sampled as part of a wider summer pop-up and breakout bar area for consumers on the day.

This will be followed by a music partnership with Sofar Sounds, which will involve the launch of an exclusive three-part live music series across the UK.

This year also sees the return of the pop-up event, Kopparberg Urban Forest, which has been held in London for the past two years running. In 2016 the event is set to tour a number of the UK’s biggest music festivals, including Wildlife, Lovebox, Citadel, Secret Garden Party and Fusion Festival.

The Kopparberg Lager activity forms part of a wider multi-million pound brand summer campaign, which will include the launch of a brand new TVC, set for launch later this summer.

Jodie Alliss, senior marketing manager at Kopparberg, said: “Kopparberg Fruit Lager is undoubtedly one of the biggest product launches in the history of our brand, so we are thrilled to be supporting it with an incredibly exciting and diverse marketing campaign in 2016.

“Whether it’s through our fan favourite, the Kopparberg Urban Forest, or our unique music partnership with Sofar Sounds, we look forward to showcasing Fruit Lager to new and existing Kopparberg fans across the summer.”