Molson Coors Beverage Company has launched the ‘Be a little fruktig’ campaign for its Rekorderlig cider brand.

The campaign encourages people to be a more “fruktig”, which is Swedish for “fruity”. It will run throughout summer across social media, outdoor advertising, YouTube and video on demand, reaching an estimated 42 million UK adults.

Rekorderlig will also be supporting off-trade customers with outdoor content in proximity to stores, and in-store PoS with the tagline ‘Discover your flavour’ to encourage flavour consideration at point of purchase.

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According to the supplier, premium fruit cider sales returned to pre-pandemic levels in 2022, fuelled by a strong summer performance.

Karen Albert, brand director for premium brands at Molson Coors, said: “We know consumers are choosing fruit cider based on flavour, and Rekorderlig delivers on that with its great-tasting fruity flavour. Our new campaign encapsulates the unique fruitiness, light-heartedness and stylish nature of our brand and the playful spirit of Sweden by encouraging people to ‘Be a little fruktig’. The campaign will raise the brand’s profile among consumers and help to drive more footfall into stores as the warmer weather approaches.”

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