Swedish fruit cider brand, Rekorderlig, is back on 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’ – Swedish for fruity – “by embracing the playful spirit of Sweden and the fruity flavour of Rekorderlig”.
‘Be A Little Fruktig’ runs across video on demand, out of home, social media and YouTube, reaching a total of 42 million UK adults. Rekorderlig is also be supporting the off-trade with out-of-home content in proximity to stores and outlets, and in-store POS.
Rekorderlig has seven flavours in its current range, spanning berry, tropical and citrus, as well as a zero-alcohol variant. Its Wild Berries and Strawberry & Lime flavours are in the top five packaged fruit cider SKUs in the off-trade.
Karen Albert, Brand Director for Premium Brands at Molson Coors, 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.”
