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Löfbergs tackles equality in new commercial

Press Release   •   Sep 29, 2014 11:05 GMT

With the communication concept A good reason to meet, the coffee roaster Löfbergs wants to lift up initiatives that make Swedes enjoy each other's company in a more open and unprejudiced way. In a new commercial, the rugby team Stockholm Berserkers shows that sports can also be a place where everyone can meet on the same terms - no matter your gender, origin or sexual orientation.


The coffee roaster Löfbergs wants to challenge the image of Sweden as a country with a cold social climate. Instead, Löfbergs wants to show how much Swedes actually care about each other and that they like to get together. This will be presented in a new commercial that will be on air as from 29th of September. The commercial has been developed in cooperation with the communication agency Volontaire and the production company Thelma/Louise.

The new commercial is one part of the venture of lifting up people and groups that make it easier for people to meet. The main characters of the commercial, the players of the rugby team Stockholm Berserkers, are an example of such an initiative. The team started in 2011 and is built on the idea that everyone is welcome no matter his or her gender, origin, sexual orientation or previous experience of rugby.

- Stockholm Berserkers is a shining example when it comes to openness, diversity and equality in Sweden. It is of immediate importance to take side for these values, and we are very proud to do it together with this team, says Leif Sjöblom, marketing manager at Löfbergs.

In the commercial, we get to follow the Berserkers on a practice in which the team's focus on creating a positive atmosphere where team spirit, equality and love for the sport is evident.

- We are very happy to be cooperating with Löfbergs. The Berserkers was started with the basis of creating an environment where everyone is welcome. We have practices on Mondays and Wednesdays, and we always want more participants! Together with Löfbergs, we can hopefully inspire more people to contribute to an open society characterized by diversity and equality, says Salvador Urquiza from Stockholm Berserkers.

For more information:
Leif Sjöblom, Marketing Manager, Löfbergs, +46 (0) 54-14 01 42, Salvador Urquiza, Stockholm Berserkers, +46 (0) 70-724 42 90,

Löfbergs is one of the largest family-owned coffee roasters in the Nordic countries. The company has 300 employees and a turnover of SEK 1.5 billion. The head office is situated in Karlstad, Sweden and the company has its own roasting-houses in Sweden, Norway, Denmark and Latvia. The company was founded in 1906 and is today one of the world's largest importers of ecological and Fairtrade labelled coffee. Löfbergs also owns the tea brand Kobbs.

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