Swedish premium fruit cider brand, Rekorderlig, will be pressing for consumer’s attention this summer with a new campaign titled ‘Be a Little Fruktig’.
Translating to ‘Fruity’ in Swedish, the Fruktig campaign will, said the company, celebrate ‘individuality within social connection’, and embrace the ‘playful spirit of Sweden’.
Launching this month, ‘Be A Little Fruktig’ will run throughout the summer to coincide with the increased consumer appetite for fruitier, more refreshing alcoholic drinks. It will have a presence across video on demand, out of home, social media and YouTube, with an expected reach of 42 million UK adults.
At the same time, Rekorderlig will be supporting on-trade customers with out of home content in proximity to outlets to encourage uptake at point of purchase.
The brand is aiming to build on the strong growth it saw in 2022 when premium fruit cider sales returned to pre-pandemic levels, and within that on-trade category, Rekorderlig retained its position as the number one brand.
There are seven flavours in the current Rekorderlig range, including a zero-alcohol variant. The brand’s Wild Berries and Strawberry & Lime SKUs are currently the number one and number two best-selling packaged, fruit ciders in the on-trade.
Brand Director for Premium Brands at Molson Coors, Karen Albert, 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.”
Molson Coors has owned the marketing and distribution rights for Rekorderlig in the UK & Republic of Ireland since 2016, working with Swedish owner Åbro Bryggeri, to support the brand’s growth.
