Wednesday 4 June 2014

Rekorderlig looks to hit big with as it jumps on the world cup campaign bandwagon

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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