THE BRAND

Created in 1999, entered UK market in 2009 Positioned as a premium cider brand with strong Swedish heritage and 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. Rekorderlig is used to refer to someone who is dependable, decent and clever in Swedish.

REKORDERLIG

As part of their ‘Beautifully Swedish’ brand

platform, Rekorderlig created a series of videos

to create awareness and educate UK drinkers.

The humorous films are led by a fictional life

coach, Olof and his team offering techniques

and skills to a group of British students in an

effort to bring out their inner Swedishness.

‘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.’

DIGITAL

SWEDISH SCHOOL SWEDISH HOUSE MAKEOVER

Rekorderlig Twitter UK – 12,318 Rekorderlig Facebook UK – 54,034 fans

Rekorderlig created the Winter Forest Bar

specifically 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.

‘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.’

EXPERIENTIAL

WINTER FOREST BAR TASTE TOUR

INSIGHT & ANALYSIS

Rekorderlig have already built a cult following focused on their unique taste, now working on widening consumer base and creating loyalty. Portray a 360 degree view of Swedish culture from food and drink to design, firmly embedding themselves as part of the culture. Reiterate the liberated, outdoorsy, quirky stereotype of Swedes championed by a number of Scandinavian brands including IKEA. They create a new way to experience a common product (Winter Cider) producing differentiation and making a product memorable in the consumers mind.

REKORDERLIG