£2m ad campaign for Rekorderlig
Rekorderlig is releasing its Winter Cider again this year – this time with a £2 million spend and the edition’s first ever ad campaign.
The digital ad was shot in Rekorderlig’s native Sweden and shows professional snowboarder and brand ambassador Chris Sorman performing urban tricks and flips. It is to run on lifestyle, action sport, fashion and music channels from October 21.
Winter Cider, which is flavoured with cinnamon and vanilla, will be available from October to March and will be on sale in supermarkets, convenience stores and independents as well as pubs and bars.
It will also go on sale online at the Rekorderlig Flavour Shop – shop.rekorderlig.co.uk – which is also selling branded vacuum flasks to promote the cider as a drink which can be warmed.
Rekorderlig has developed a limited edition Christmas pack of Winter Cider with a 50cl bottle and a branded half-pint glass in a pack featuring images of Sorman, which will be on sale in Sainsbury’s.
Chilli marketing director Gemma Copping said: “Winter Cider is a seasonal favourite and has been instrumental in driving year-round sales for Rekorderlig. The launch of the flavour’s first ever advertising campaign is a pinnacle moment in the brand’s history and confirms Rekorderlig is a cider for all seasons, setting the trend for a drink option in the colder months and giving consumers an opportunity to celebrate with cider on more occasions.”