Swedish premium fruit cider brand, Rekorderlig, will be 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 in June, “Be a Little Fruktig” will run throughout the summer – when consumer appetite for fruitier, refreshing alcoholic drinks increases – across video on demand, out of home, social media and 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 tag line “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 excellent sales over the summer.
Rekorderlig has seven flavours in the current range, spanning berry, tropical and citrus and includes a zero-alcohol variant. Its Wild Berries and Strawberry & Lime SKUs are in the top-five packaged fruit cider SKUs in the off trade.
We know consumers are choosing fruit cider based on flavour, and Rekorderlig delivers on that with its great-tasting fruity flavour,” said Karen Albert, Brand Director for Premium Brands at Molson Coors. “Our new campaign encapsulates the unique fruitiness, light-heartedness and stylish nature of our brand and the playful spirit of Sweden. The campaign will raise the brand’s profile among consumers and help to drive more footfall into stores as the warmer weather approaches.”
Molson Coors Beverage Company has owned the marketing and distribution rights for Rekorderlig in the UK & Republic of Ireland since 2016, working closely with Swedish owner Åbro Bryggeri, to support the brand’s growth.
