Madrí Excepcional - "Door Roja"

Rekorderlig, the Swedish premium cider brand, has launched a multi-channel brand platform which champions the importance of carefree moments of self-expression.

Creatively conceived and executed by Havas London, the platform showcases Rekorderlig’s fun, light-hearted and well, a little Cheeky nature - or a ‘’Little Fruktig’’ - Swedish for fruity. Channelling this spirit throughout the platform, Rekorderlig is encouraging us all to find time in our daily lives for light-hearted moments, by being a ‘’Little Fruktig’’ - just like them.

At the heart of the brand platform sits a 20 second hero film, which sees a couple enjoying a picnic. Realising their cooler bag is filled only with ice, the woman calls for a horse, who delivers two bottles of Rekorderlig – to their delight. The hero spot looks to demonstrate how Rekorderlig can turn everyday activities, into fun-filled moments in your life.

To ensure the film reflects the brand’s energy and spirit, it features colourful and vibrant costumes and makeup, created by Swedish designer My Zachrisson, a multi-disciplined textile artist and designer. To pay further homage to Rekorderlig's Swedish heritage, the film’s backing track was composed by Swedish composer Christian Leif Olsson, which sits alongside hand-painted sets, depicting scenes from the Swedish countryside – meaning every element of the brand platform has a touch of Sweden to it.

The brand platform is live today across the UK on VOD, with social and OOH executions to follow across the summer. Media was handled by Carat.

Karen Albert, Brand Director for Premium Brands from Molson Coors said: “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.”

Vicki Maguire, chief creative officer, Havas London added: ‘’Come on, who doesn’t want to have a little Swedish Frutkig from time to time?’’

In an increasingly competitive category, the new brand platform looks to firmly position and refocus Rekorderlig as the premium fruit cider of choice for life’s fun carefree moments, whatever the time of year – placing its essence and Swedish heritage at the heart of the brand.