Swedish fruit cider brand Rekorderlig is returning to screens this summer with a new campaign called ‘Be a Little Fruktig’.
The campaign celebrates individuality within social connection and encourages people to be more ‘Fruktig’ – meaning ‘Fruity’ in Swedish – this summer by embracing the playful spirit of Sweden and the fruity flavour of Rekorderlig.
Launching this month, ‘Be A Little Fruktig’ will run throughout the summer across video on demand, out of home, social media & YouTube, reaching a total of 42 million UK adults.
Rekorderlig will also be supporting off-trade customers with out-of-home content in proximity to stores and outlets, and an in-store POS under the tagline ‘Discover Your Flavour’ across the summer period to encourage flavour consideration at point of purchase through a vote-to-win experience.
The brand is aiming to build on the strong growth it saw in 2022 after premium fruit cider sales returned to pre-pandemic levels in 2022, driven in part by strong sales over the summer.
Karen Albert, Brand Director for Premium Brands at Molson Coors, said: “We know consumers are choosing fruit cider based on flavour, and Rekorderlig delivers on that with its great-tasting fruity flavour. Our new campaign encapsulates the unique fruitiness, light-heartedness and stylish nature of our brand and the playful spirit of Sweden by encouraging people to ‘Be a Little Fruktig’. The campaign will raise the brand’s profile among consumers and help to drive more footfall into stores as the warmer weather approaches.”
NAM Implications:
- Rekorderlig appears to be ticking most of the boxes.
- But only feet will tell.
- But worth rivals conducting an analysis of relative competitive appeal.
- Just in case…
