Premium cider brand Rekorderlig has launched its first ever global brand campaign, including a new advertisement that emphasises its authentically Swedish credentials.
Entitled Silver Skaters, the new creative was filmed on a frozen lake Torneträsk in the north of Sweden, close to its border with Norway. It follows two bearded ice skaters with flowing blond hair as they perform an acrobatic routine on the ice, accompanied by an adaptation of the Swedish folk song Reindeer Herder performed by the pair’s onlooking coach.
As one of the skaters slides across the ice, the advertisement closes with the tagline “beautifully Swedish”, reiterating the heritage of the brand.
It has been developed in collaboration with London-based advertising agency Saatchi & Saatchi, and has been brought to life by choreography and production crew from such films as Blades of Glory and Harry Potter – and directed by Sweden’s Andreas Nilsson.
The campaign encompasses a 60-second advertisement, 30-second cutdown and 12 additional edits as part of a multi-layered social media campaign that will be rolled across Facebook and Instagram. After launching online on 10 July, it will subsequently run in cinemas, online, out-of-home and through PR and in-store activity worldwide.
These specific channels “have been chosen to deliver maximum impact and cut through” Rekorderlig’s target demographic of contemporary 18–34 year old consumers, who live on social media, the Vimmerby-based brewer has said.
Director Andreas Nilsson said: “I have a pride for my homeland that has been reinvigorated by this project, especially when I learned how aspirational it is to be Swedish in the UK.”
In a rare break from his folk singing, the duo’s coach Varmo looks on with pride.
Kieron Barton, managing director of Chilli Marketing, which distributes and promotes the brand, added: “For us, advertising in the cider category has become a little predictable and we felt it needed something to invigorate it. As a brand that has been unafraid to pioneer fruit cider globally, Rekorderlig is definitely a ‘break the mould’ brand that we felt was able to do that.
“In true Rekorderlig style, we’ve been bold enough to deliver a breathtaking creative and invest this into social. We believe that our core audience is more likely to engage with the brand and our amazing content in this space.
“The passion shown by the whole team on this project has been inspiring. The end result is an epic sensory overload of something visually beautiful juxtaposed with a soundtrack that is both haunting and euphoric. The whole thing leaves you wanting more.
“I believe it will live long in the memory and I think consumers will come away from our first ever TV advert knowing that Rekorderlig truly is ‘beautifully Swedish’.”
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