THE BRAND

First created in 1999, Rekorderlig came to the UK

market in 2009 and has had a growing fan base since it’s introduction with it’s taste being vital. It is positioned as a premium cider brand with strong Swedish heritage and offers innovative flavours such as Mango & Raspberry, Orange & Ginger and Strawberry & Lime. Key consumer group is 22-45, but they do not aim to restrict and hope to expand people’s idea of what cider is beyond the obvious range of products.

Values: humble, honest, dependable Rekorderlig is used to refer to someone who is dependable, decent and clever in Swedish. ‘Journey of exploration, innovation and invigoration’

REKORDERLIG

Rekorderlig Twitter UK – 12,318 https://twitter.com/rekorderlig

Rekorderlig Facebook UK – 54,034 fans https://www.facebook.com/RekorderligUK

INSIGHT & ANALYSIS

Despite only having been in the UK market for three

years, Rekorderlig have already built a cult following focused on their unique taste. To better inform people where they can find Rekorderlig, the brand has not only introduced a stockist finder on their website, but has a transactional site which offer their full portfolio of flavours. In their communication they express a 360 degree view of Swedish culture from food and drink to design,

firmly embedding themselves as part of the culture. In particular through their Swedish School videos they have reiterated the liberated, outdoorsy, quirky stereotype of Swedes championed by a number of Scandinavian brands including IKEA. Rekorderlig have a number of very active digital accounts with the main ones being FB and Twitter, but are also building a varied Pinterest account.

The brand is looking to capitalise on their 126.8% off-trade volume growth through a series of large scale initiatives, the coming year will also look at the key potential market of students.

REKORDERLIG

CAMPAIGN OVERVIEW

As part of their ‘Beautifully Swedish’ brand platform,

Apartment A have created a series of videos to create awareness of Rekorderlig and educate UK drinkers by offering viewers "essential techniques" that are "inherent" to every Swede. The humorous films are led by a fictional life coach, Olof, teaching consumers everything apart from the Swedish language. Each film shows Olof and his fellow Swedish teachers offering techniques and skills to a

group of British students in an effort to bring out their inner Swedishness. Initially the videos have run online through Rekorderlig’s Facebook group as well as lifestyle, fashion and entertainment websites in the UK.

SWEDISH SCHOOL

Rekorderlig Channel - http://www.youtube.com/user/rekorderligcider?feature=results_main

CAMPAIGN OVERVIEW

To continue driving flavour innovation and carve a

niche in the cider market, Rekorderlig created the Winter Forest bar to promote their Winter Cider. Mixed with cinnamon and able to be served hot or cold, they unusually created cocktails to emphasis the versatility of the drink. Served in the setting of a Swedish Forest, the immersive experience included Swedish food and a performance from up and coming Swedish artist FAYE.

Running for two weeks, tickets were priced at £5 and guests were able to prebook or walk up after a certain hour. The pop up proved popular with many London focused blogs and listings sites. The elaborate setting created a unique experience, again instilling the brands Swedish heritage and creating a new cider experience.

WINTER FOREST BAR

CAMPAIGN OVERVIEW

Playing on the strength of Swedish style due to retailers

such as IKEA, Rekorderlig are giving a student the chance to give their house a £5000 Swedish House Makeover. Partnering with Scream pubs, the competition is mainly a digital activation, supported by events in top locations. This is part of Rekorderlig starting to target the student market. To enter students must provide reasons why they should win, and then get their friends to vote for them as only the ten with most votes will be considered by the panel which

include interiors blogger, Mr Bazaar. ‘Sweden is infamous for it’s colourful style and innovative design. Scandi interiors are more subtle and sophisticated, a far cry from most student accommodation in the UK. We hope this competition will excite students who until now, have been a relatively untapped target market for Rekorderlig.’ Nicol Mason, Senior Brand Manager for Chilli Marketing

SWEDISH HOUSE MAKEOVERR

CAMPAIGN OVERVIEW

‘At the heart of Rekorderlig is that we are beautifully

Swedish and with this tour we're trying to give people a small understanding of Sweden as a country, some of its great food and drinks.’ Rekorderlig are further bringing a taste of Sweden to the UK through their Taste Tour. A vintage red Citroen H van will be serving two simple recipes created by Swedish restaurant, Madsen, Meatballs with Beetroot and Apple salad and Pearl Barley Mushroom Risotto.

They also gave all visitors to the Taste Tour the chance to win from a range of prizes including headphones, vouchers and Rekorderlig, as well as the offer of 10% off all purchases from the Rekorderlig Flavour Shop. The van visited major cities in the UK and often focused on student campus locations, aiming to drive consumers to local stockists.

TASTE TOUR