Last Summer, Kopparberg decided they needed to win back the favour of customers who've turned to trends like craft beer and chicken wine. To do so the brand made an unexpected but genius collaboration with Melanoma Fund, tapping into audiences' interest in skincare and health at peak summer (Kopparberg's time to shine).

In this episode, Nancy Dales, brand manager at Kopparberg breaks down the case study of that Summer campaign – what worked, what didn't, and what brands inside and outside of the drinks category can learn from it. Expect to hear the value of physical PR, strategically ignoring social trends, and enabling constant communication amongst your agencies.