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 carefree, 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 & YouTube, reaching a total of 42 million UK adults.
Karen Albert, Brand Director for Premium Brands at Molson Coors, 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.”
Rekorderlig will also be supporting on & off trade customers with out of home content in proximity to stores and outlets, and an off trade 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. This helped the brand retain its position as the number one premium fruit cider in the on-trade.
Rekorderlig has seven flavours in the current range, spanning berry, tropical and citrus. Its Wild Berries and Strawberry & Lime SKUs are the number one and number two best-selling packaged, fruit ciders in the on-trade. Overall, it has more SKUs in the top 10 bottled ciders in the channel than any other brand. While in the off trade, its Wild Berries and Strawberry & Lime SKUs are in the top 5 packaged fruit cider SKUs.
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.