Rekorderlig Goes Global with Reindeer Herder
7 September 2015
Well known cider producer and SCC Member Rekorderlig has launched its first global brand campaign using ice skaters and a Swedish folk song to show that they are 'Beautifully Swedish'.
The family owned brewery, today run by its fourth generation, has been located in Vimmerby, Sweden since its start in 1999. Still using its adjacent water source, considered one of Europe’s most accredited natural springs, the premium cider brand has kept its dependable honesty to become a much-loved cider, capturing the essence of Scandinavian style. It’s “beautifully Swedish”, in other words.
In September last year, Rekorderlig appointed Saatchi & Saatchi London to its global creative account. One of Saatchi & Saatchi’s agencies (Saatchi Masius) is a SCC member. After less than a year, the first global brand campaign for Rekorderlig was launched in the beginning of July.
“For us, the cider category advertising has become a little predictable and we felt it needed something to invigorate it. Saatchi’s intuitively felt this communication should feel utterly ‘beautifully Swedish’, said Kieron Barton, Managing Director at Chilli Marketing (the company responsible for Rekorderlig’s global promotion and distribution) in a statement earlier this year.
The campaign consists of a film where two bearded ice skaters perform a spectacular skate show on a lake in Sweden, accompanied by and adaptation of the Swedish folk track Reindeer Herder. The campaign is also inspired by the quirky humour that Scandinavians are famous for. The global campaign aims to drive brand awareness whilst further increasing the perception of Rekorderlig as undeniably, beautifully Swedish.
“The end result is an epic sensory overload with a soundtrack that is both haunting and euphoric. The whole thing leaves you wanting more” Barton said.