Rekorderlig Cider
How to trigger consideration and get Rekorderlig on the radar of all 18–24-year-olds?
Via a series of collaborative workshops, we explored all facets of the brand and its context within Australian culture. During this process we identified Rekorderlig as an ‘unconventional challenger’ within the category, with a disposition to do things a little differently… ‘Beautifully Swedish’ leveraged the Scandinavian aesthetic and the natural inclination for a minimalistic yet charming lifestyle as a distinctive feature for the brand and the use of colours in a memorable way as cut-through in media and in-store.
- Art direction
- Design
As a brand, Rekorderlig Cider was performing well but wasn’t able to reach a specific female target audience of 18-24 yo. Our strategy was to evolve the traditional category of ciders by pushing the convention of the industry.
As result, we created a campaign with talent posing with confidence against bright colours while elevating the great variety of flavours as unique point of difference. Campaign was live on social media channels, OOH and print.
