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Kopparberg has launched a campaign celebrating the enduring role of the brand's fruit cider in pop culture.

The ad begins back in 1977, when Dusty Baker and Glenn Burke of the Los Angeles Dodgers allegedly created the high five. In subsequent years, the gesture made its way into pop culture, uniting punks, athletes, businesspeople, party-goers and sesh-heads alike. It ends with the tagline "to firsts that last" – the name of Kopparberg’s new brand platform.

The campaign launches today (28 May) alongside digital and outdoor activity, including Spotify and Snapchat ads showcasing the brand’s gin and vodka range. It was created by Lloyd Daniel and directed by Alex Hulsey through Somesuch. Media is handled by Goodstuff.