Swedish fruit cider brand Rekorderlig will be offering consumers across the UK the chance to immerse themselves in Scandinavian style, drink and culture this summer and feel ‘beautifully Swedish’ as it embarks on a 38-day ‘Lagom’ tour of the country.
Inspired by the cool, effortless Scandinavian lifestyle, Lagom is the theory that ‘just enough’ is the perfect amount of everything, and it’s the latest Scandi trend to hit the UK. The campaign, run by real world marketing agency Sense, will share the Lagom philosophy with visitors, while they enjoy the perfect accompaniment – the refreshingly balanced flavours of Rekorderlig.
Sophie Erskine, Brand Manager for Ciders at Molson Coors Brewing (UK), says: “Using a typically Swedish fusion of high-end design and modesty, we want to show people first hand that we’re refreshingly different and a brand you can rely on and trust. Guests to our range of experiences will also be invited to take a ‘Beautifully Swedish’ selfie and share it through their favourite social media channels. Plus, they’ll be introduced to ‘the perfect serve’ – tips on the best ways to enjoy Rekorderlig.”
The tour consists of four different types of activation. City centre sites, including London, Birmingham, Portsmouth, Brighton, Canterbury, Cardiff and Manchester, will feature a specially designed #StartTheSwedishWay Rekorderlig Swedish-style holiday hut van, while branded trikes will target a number of Tesco supermarkets and will also visit bars and pubs along the route. Finally, Rekorderlig brand ambassadors will also be visiting offices to deliver gift boxes including bottles of four of the flavours, plus a selection of fruit and ice to make the perfect refreshing summer drink.
Sense launched Rekorderlig’s experiential campaign in London in mid-June 2017, and it finishes in Glasgow at the end of July.
Sense is an award-winning marketing agency that specialises in helping brands do exciting things in the real world, to create authentic communications across the marketing spectrum. It manages campaigns from strategy to evaluation. It recently won the IPM Awards 2017 Grand Prix for its 2016 ‘Discomfort Future’ campaign for The Economist.