Rekorderlig Cider continues to drive awareness in Australia with ‘Beautifully Swedish’ campaign
Rekorderlig Cider is driving further awareness for its cult brand in the Australian market by adding a bigger burst of trade and consumer activities with its ‘Beautifully Swedish’ campaign – set to launch on Tuesday.
Says Rekorderlig’s marketing director, Kieron Barton: ‘We are looking forward to bringing a fresh approach to Rekorderlig’s campaign for 2012 which will really stand out. We feel confident it will be a huge national success. The boutique brand is reaching number two in the off trade (on value), according to A.C Nielson last December.”
Leading Swedish fashion icon and popular blogger Caroline Blomst is the face and ambassador for ‘Beautifully Swedish’ campaign. Blomst is the epitome of a Swedish fashionista and was discovered blogging on Stockholm street style by Rekorderlig in 2010.
Blomst’s career started as a Swedish fashion model and has developed to working behind the lens and blogging. Her comments on international fashion and her street style photography has attracted huge global interest on her blog ‘Caroline’s Mode’.
The ‘Beautifully Swedish’ campaign featuring Bloms is supported by outdoor and print advertising, digital activity, major sponsorships of targeted consumer and trade events such as L’oreal Melbourne Fashion Festival and Taste of Sydney and ongoing public relations support handled by Exposure Public Relations.
Rekorderlig is bringing Blomst ‘Down Under’ in March for the brands official sponsorship of L’oreal Melbourne Fashion Festival. During her visit, Rekorderlig and Blmost are launching a photography exhibition consisting of her Stockholm street style works in Sydney’s über cool Scandi fashion store, ‘Somedays’ in Surry Hills.
Barton adds: “We launched 18 months ago in Australia and the brand has taken off so incredibly well that we are able to increase our marketing efforts even further. We are hoping that the campaign reinforces our position and brings more people in to try the brand….love the brand and buy the brand. If it doesn’t do anything else though it will at least brighten Sydney up which is like Europe right now with the weather!”
5 Comments
That’s shit.
A helpful comment from ‘Stating……
The brand’s point of difference is geographical. It’s seeking to be fashionable in order to appeal to a younger, female drinker. So it combines an inherent truth about Swedes while using a fashion blogger to help drive appeal.
It’s simple and you can’t argue with the business results. That’s what matters.
så töntig…
That’s Swedish for “so lame”.
Shite-vertising.
I’m sure the model/blogger is a lovely girl. But the light green poster makes her look like a schoolgirl looking for someone to buy a six pack of breezers. Then you eye pans left and finds a cider with a label that looks like grandma makes it. The yellow poster, makes her look about 14!! Yeah, sex sells, but combining what looks like underage girls and grandmas tasty cider just doesn’t, full stop.