Made from “the purest Swedish spring water”, Rekorderlig cider has been tantalising our taste buds with a plethora of flavours since 1999. The newest campaign, Silver Skaters, displays two male figure skaters performing an eccentric routine that is described as “beautifully Swedish”. That’s no coincidence...
During the advert Jarmo, the coach, sings to provide encouragement for the two skaters who are focusing on performing their routine flawlessly. With wonderfully wacky moves, the Swedish ice skaters look at ease on the ice until their final showstopper spectacle in which one of the pair is effortlessly flung across the ice in a moment of pure hilarity.
With Rekorderlig cider being mentioned by CoolBrands in 2014, the last few years have been majorly successful for this company; which has been accentuated by a large growth in market share, going up to 20%, in the UK as of July 2015.
Here at apt we think the campaign will help Rekorderlig become on par with other major competitors. We think the advert is refreshingly brilliant, with a zesty unorthodox essence; linking well to their many flavours of cider. Not only is the campaign clever because it subtly links Rekorderlig’s cider to the idea of being refreshingly different but it’s also bizarre enough to make you, the consumer, remember it.