Rekorderlig’s new campaign looks to hit big as it jumps on the
world cup bandwagon
FMCG manufacturers all round are looking to use the world
cup as an opportunity this year, with many running competitions, big campaigns
and tweaking packaging designs accordingly to join the ‘buzz’ surrounding the
tournament.
Rekorderlig is the next on board stating there is “huge
sales opportunity” over the coming months as the World Cup kicks off and their
rivals such as Koppaberg and Bulmers opt to avoid the barrage of activity from
beer brewers.
The new £2.7m “Spirit of Summer” campaign is launching next
month across cinemas, VOD, out of home and print as well as a range of other
mediums. Experiential will also play a key part through pop-ups, allowing
people to sample Scandinavian style food, music and the recently launched Apple
and Guava cider.
While much of Rekorderlig’s efforts will focus on wooing
18-to-25 year-old wine and RTD drinkers, Rekorderlig plans to extend the brand
to older beer drinkers in high-end pubs and clubs across the country. Gareth
Whittle, chief executive explains, “More than half of our growth has come from
spirits, wines and RTDs [since launching in 2009]. We’re not trying to steal
share from other ciders and instead we’re looking at how we can continue to
grow outside the category and appeal to other drinkers who wouldn’t normally
consider a flavoured cider.”
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Bianca Underhill
Marketing
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