Results and Effectiveness

Rekorderlig became the must-have product of the summer: Six months’ worth of product sold in 45 days. ‘Liquor Channel’ share grew from 0.45% to an unheard of 36% during the campaign, ahead of the next cider by an astonishing 18%. Saben and CelineRita, two of NZ’s favourite fashion brands, requested Rekorderlig as their exclusive beverage at their new season launches. And a happy client: “Getting cut-through in a rapidly growing category is tough…a novel approach and the results speak for themselves, they have set Rekorderlig up as a dominant player – Russell Browne (Redwoods Cider Co.)

Creative Execution

Creating Intrigue: Vacant fashion shop windows, usually passed without a second look, were skinned with bright, bold creative featuring the simple phrase ‘Beautifully Swedish’. Driving Consideration: A wrap of weekly fashion bible, VIVA, arrived in the hands of our women. Bold and glossy, we colour matched key ‘trend’ items in editorial with Rekorderlig imagery – a seamless integration. Young women were beginning to talk about Rekorderlig. Across 11 weeks urban women throughout NZ experienced editorial integrations in all leading NZ fashion magazines. The pinnacle of this was a multi-page custom shoot with fashion-maven favorite Remix, in which Rekorderlig flavours were paired with different on-trend fashion colours. This was followed by a glowing product review. Our secret weapon for driving trial: Hairdressers. Influential stylists in high-end-salons became Rekorderlig advocates, sampling product to clients while chatting through various flavours and distribution points - all the while looking at specially created mirror decals.

Insights, Strategy and the Idea

Our challenge wasn’t unique: “Drive consideration within a cluttered category to create trial” Rekorderlig was unknown in New-Zealand and a million miles away from fruity-natural-kiwi positioning of other cider brands. Its difference was our advantage. To simply know about it was cool, and from this came our insight: Staying ahead of the curve ‘Rekorderlig drinkers want to be known as those in the know.’ Our opportunity lay with young urban females – an influential segment who are fiercely judgmental. Dismissive of brands with mass appeal, we needed to tap into their need for individuality and to be ‘in the know’. Using Rekorderlig’s Swedish heritage, we positioned it as the epitome of feminine glamour and taste - summer’s latest accessory. Our communications strategy was: Rekorderlig on Trend We had to find a new way to subtly influence their thoughts, organically weaving Rekorderlig into the coveted set of brands our audience loved.