Swedish cider brand Rekorderlig is encouraging the British public to ‘Be a Little Fruktig’ this summer, with the launch of a new omnichannel brand platform.
Developed in partnership with creative agency Havas, the platform celebrates ‘carefree moments of self-expression’, and looks to showcase Rekorderlig’s ‘cheeky, light-hearted or ‘fruktig’ (Swedish for ‘fruity’) side.
Spearheaded by a 20-second hero spot, the creative pays homage to all things Sweden; from authentic countryside scenery to traditional folk dress, and even the ‘kulning’ – an ancient type of herding call.
Launching today (5 June), the campaign will run across video-on-demand, with additional social media and out-of-home executions set to support the hero creative.
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“Consumers are choosing fruit cider based on flavour, and Rekorderlig delivers on that with its great-tasting fruity flavour,” Molson Coors brand director for premium brands, Karen Albert said.
“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.”
With media planning and buying handled by Carat, the campaign follows on from rival cider brand Kopparberg’s launch last week – which uses dynamic weather-respondent out-of-home assets to capitalise on the summer heat.
Havas London chief creative officer, Vicki Maguire added: ‘’Come on, who doesn’t want to have a little Swedish Frutkig from time to time?’’
