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Kopparberg salutes the iconic hand gesture in its latest ad Swedish cider brand Kopparberg has focused on the genesis of the high five celebratory gesture for its biggest ever brand campaign. Illustrating the long association of Kopparberg with memorable events, ‘To Firsts That Last’ illustrates the staying power of those who come first. Winding the clock back to the first recorded incident of a high-five celebration, the advert kicks off at an American baseball field in 1977 when an impromptu slap caught the world’s imagination. From there the one-minute commercial fast forwards through successive decades of memorable events and personal milestones, illustrating the staying power of a greeting that has far outlasted flared trousers and ponchos. ....
Italy’s Ali Group is barging into America’s fast-food kitchens with gusto, throwing down $3.3 bln in cash to upset Welbilt’s agreed sale to Middleby. It’s a spicy move for an unlisted, virtually unknown family firm without fancy corporate-finance tools. And it just may work. ....