Rekorderlig to launch viral ad campaign

21 August, 2012

Swedish premium cider Rekorderlig will launch its first viral marketing campaign this month in a bid to encourage cider lovers to bring out their “inner Swedishness”.

A character called Olof, who runs a Swedish school, will spearhead the campaign.

He and his fellow teachers will help a group of British students master the Swedish sport of Kubb, the Swedish language and grooming, all with a “dry humorous Swedish undercurrent”.

Senior Brand Manager Nicol Mason said: “We are excited to show consumers and trade alike that Rekorderlig is a pioneering cider brand that stands for being beautifully Swedish, even going so far as to help the UK become beautifully Swedish itself.  

“The films are a perfect opportunity for us to be able to have a bit of fun and show the humorous side to both the brand and Sweden.”

A 60-second teaser film will go live on www.youtube.com/Rekorderlig this month. 




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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