Kopparberg was facing a relevance problem with Gen Z. They needed to connect with their audience in a different way, the brand needed to up it’s side of the value exchange with it’s consumers.Kopparberg has become an iconic drink of the British summer enjoyed with friends in pub gardens and parks, but with research showing that Melanomas are now the most common form of cancer affecting 25–29-year-olds in the UK something had to change.Kopparberg hijacked the ‘Drink Responsibly’ message written on every can and bottle of alcohol and gave it a whole new meaning.While other drinks brands continued to show carefree moments of basking in the sun, we partnered with skin cancer charity ‘Melanoma Fund’ to launch our ‘Drink Responsibly This Summer’ campaign.We launched with AV, OOH and social celebrating youngsters taking sun safety to the max in the most stylish way. We then created and distributed thousands of sun protection products during summer, and created a UV protective football shirt which was given out during The Euros.All of this amounted to one clear takeout; careful doesn’t have to come at the cost of being carefree.