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.

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Clipper Teas, the Fairtrade tea brand from Wessanen UK, is launching a three-tiered summer sampling campaign for its green tea range, designed to position the brand as the “Queen of Greens.”

The Fairtrade brand, which currently produces more than 15 green tea variants, will distribute over 250,000 samples of its flagship Pure Green Tea throughout July. The campaign will feature a mixture of face-to-face hit squads, office-based sampling and free samples in ASOS mail deliveries.

BEcause Experiential Marketing has been hired to mastermind the live hit squad aspect of the campaign. An all-female ‘Clipper Crew’ of green tea ‘queens’ in flower-chain crowns, will tour high-footfall outdoor areas within the M25 over nine days of live activity, distributing samples from bicycles and trailers with simple, rustic charm. Public spaces around Wimbledon Park showing the tennis championships on giant screens will be amongst the areas targeted.

To support the hit squad activity, Clipper has engaged GemsAtWork to manage an office-based sampling campaign, whilst Response One has been tasked with coordinating free samples in all mail order deliveries from online fashion retailer ASOS throughout July.

The new campaign aims to champion the delicious, natural taste of Clipper’s Green Tea range as well the health benefits of green tea, and the company’s ethical heritage. It builds on the brand’s quirky Truthful Green Tea Shop pop-up activation earlier this year, which took a humorous hidden camera approach to highlight the difference between Clipper’s green teas and those produced by many other manufacturers.

Gill Green, Marketing Director at Wessanen UK, comments: “Demand for green tea continues to boom, yet within this highly-competitive marketplace we believe our green tea reigns supreme. This concerted sampling drive will allow us to directly reach potential customers that may not have experienced our great-tasting tea before, and to introduce them to our range of delicious, all natural flavours. It is also an opportunity to chat with consumers about the difference they can make to the lives of tea workers and their families, just by drinking a cup of Fairtrade tea from Clipper.”

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