Swedish cider maker Rekorderlig has launched its first ever global brand campaign.
The campaign is an embodiment of its lead message, “Beautiful over ice”, which the brands says “delivers a truly authentic Swedish creative that effortlessly conveys what it is to be Beautifully Swedish”.
Entitled Silver Skaters, the advert is set on a man-made 300m x200m frozen lake. It showcases a routine from two bearded ice skaters – named after the founders of Rekorderlig – as their coach looks on.
The campaign encompasses a 60 minute film, a 30 minute cut down, and 12 additional edits as part of a multi-layered social campaign that will cascade through Facebook and Instagram. It launches online on 10th July and will also feature cinema, out of home, PR and in-store activity.
The campaign is a bid to directly reach ‘Rekorderligs’, the target demographic of contemporary 18-34 year olds, who live on social. These channels have been chosen to deliver maximum impact and cut through with Rekorderlig fans.
Jon Henrik’s Swedish folk track ‘Reindeer Herder’ has been edited to create the soundtrack. The ad ends with a shot of Rekorderlig’s ‘perfect serve’: ultimately linking the skating sequence with the product.
Director Andreas Nilsson said: “I have a pride for my homeland that has been reinvigorated by this project, especially when I learned how aspirational it is to be Swedish in the UK.”
Kieron Barton, Managing Director of Chilli Marketing added: “For us advertising in the Cider category has become a little predictable and we felt it needed something to invigorate it. As a brand that has been unafraid to pioneer fruit cider globally, Rekorderlig is definitely a ‘break the mould’ brand that we felt was able to do that.”
