Rekorderlig, Molson Coors’ Swedish cider brand, has today unveiled the first advertising campaign for its new Botanicals range. Timed to coincide with the launch of the new products into Tesco stores, it marks the first work from creative agency Havas London since it won the brand’s advertising account last year.
This new, premium range – which is also available via a number of online retailers – combines fruit-flavoured cider with herbs and comprises three flavours: Rhubarb-Lemon-Mint, Peach-Basil and Grapefruit-Rosemary. It taps into the increasing popularity of botanical-infused alcoholic drinks and is the first mainstream cider in the UK to combine such flavours.
The campaign comprises a series of online films, a partnership with Time Out, and a sponsorship with Underbelly featuring a Rekorderlig Botanicals Bar at London’s South Bank Festival this summer. It also introduces Rekorder-land – a visual representation of the ethos behind the ‘Beautifully Swedish’ brand – which will become an ongoing creative platform across Rekorderlig’s entire portfolio.
Rekorder-land takes inspiration from concepts including the spirit of collaboration, the fusing together of ideas, modern Scandinavian aesthetic and design, and a steadfast commitment to craft. It is brought to life for the first time here through three vivid films – created entirely in CGI – which see abstract depictions of fruit and botanical flavours come together amidst a backdrop of crisp landscapes and shimmering soundscapes.
From flowing rivers and cascading waterfalls of rhubarb, lemon and mint, to a giant, peach-like orb, itself orbited by clouds of basil as it submerges into an icy sea, the films also represent the fusion of flavours within each of the Botanicals range.
Clare Wright, Head of Cider at Molson Coors, says: “Our new Botanicals range has been developed to complement the existing Rekorderlig portfolio. Inspired by developing consumer trends and the increased demand for something innovative. Our latest creative, Rekorder-land, nods to our Swedish heritage of style and natural beauty in a modern and distinctive way, while bringing to life our exciting new flavours in a unique creative execution.”
Ben Mooge, Executive Creative Director at Havas London, adds: “More than just a look and feel, Rekorder-land is a state of mind. This is the first glimpse into what will be a big brand platform, taking inspiration from some of those things – music, art, design, fashion – that Sweden has a real heritage in. Rather than fall into well-trodden stereotypes, we want to combine various things in unusual or surprising ways – much like the product itself.”
The campaign was devised by Jonathan Rands & Alex Tizard, creatively directed by Phil Sens and produced by creative studio Builders Club, while a social campaign will be handled by fellow Havas agency Cake.
Project name: Rekorder-Land (Botanicals)
Creative agency: Havas London
Client: Rachel Twemlow Brand Manager, Rekorderlig
ECD: Ben Mooge
Creative Director: Phil Sens
Copywriter: Alex Tizard
Art director: Jonathan Rands
Account team: Sophie Muller, Claire Petzal
Content team: Sally Barr, Chris Brown, Maddy Loos
Agency producer (film): Kiri Carch, Debbie Ragasa
Agency producer (print): Sarah Barclay
Agency producer (digital): Sarah Barclay
CSO: Mark Sinnock
Planner: Rosanna Owen
Media agency: Zenith Optimedia
Media planner: Emma Bucknall
Director: Jonas & Julien
Production company: RadicalMedia / Builders Club
Executive Producer: Jodie Brooks & Ben Schneider
Producer: Ana Aguiar
Design and Animation: Builders Club
Graphic Designer: George Goldsack
Soundtrack composer: Simon Pyke (Freefarm)
Designer: Nik House