NPD AND MEDIA
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REKORDERLIG RETURNS TO TV SCREENS The campaign aims to drive awareness of Rekorderlig’s core offering among 20–34-year-olds in city centres across the UK. Molson Coors has launched a new campaign for its fruit cider brand Rekorderlig, including its first TV advertisement in four years. The ‘Beautifully Swedish’ campaign will showcase Rekorderlig’s core range which includes Strawberry-Lime, Wild Berries, Passionfruit, Mango-Raspberry and latest additions Pink Lemon and Watermelon-Citrus, which are all gluten free and vegan friendly. The campaign aims to drive awareness of Rekorderlig’s core offering among 20–34-year-olds in city centres across the UK. It celebrates the spirit of Sweden, where Rekorderlig is still made in its original
home of Vimmerby using local spring water, and centres around ‘doing summer like the Swedish do’ and having a Rekorderlig with friends. Rebecca Mutty, Rekorderlig Brand Manager, said: “We’re proud to say our ciders are still made in Sweden using the water from a nearby stream to bring that beautifully refreshing spirit to our drinkers in every bottle of Rekorderlig all over the world. “This campaign is our first master brand campaign in over four years and aims to bring the fun, engaging and beautifully Swedish spirit of Rekorderlig to life and get the brand’s name back on people’s lips this summer.”
WEDNESDAY 18TH AUGUST 2021 / ISSUE 69 / SLRMAG.CO.UK / 23
