Rekorderlig unveils 'rising star' brand ambassadors and social media campaign

Erika Lindberg: the kitesurfer joins Rekorderlig's "rising stars" activity
Erika Lindberg: the kitesurfer joins Rekorderlig's "rising stars" activity

Rekorderlig, the premium Swedish cider brand, has named four brand ambassadors spanning the worlds of fashion, art and extreme sport, as part of a £4m marketing drive in the UK.

The Swedish "rising stars" have been selected by the brand and creative agency Apartment A to be part of Rekorderlig’s "Collective".

The ambassadors are: Caroline Blomst, a model, photographer, stylist and the fashion editor behind Stockholm-based blog, Caroline’s Mode; Artist Agnes Thor, who specialises in photography; Erika Lindberg, a professional kitesurfer, who can also sail, alpine ski, windsurf and surf; and Chris Sorman, professional snowboarder and the sole male ambassador.

Thor will be the focus of the first activity, which will mark the arrival of the British Summertime on 31 March in two phases, under the banner #CelebrateTheSun.

The first phase will see Rekorderlig collaborate with the creativity website ItsNiceThat.com and cultural magazine Notion to offer creatives the chance to have their photography featured in the cider brand’s outdoor advertising – its first ever UK above-the-line activity.

Entrants will be asked to submit a photograph - via email, Facebook, Twitter, Instagram and Pinterest - that represents the beginning of British Summertime. The submissions will be judged by a panel of experts, including the Thor.

Phase two will take place throughout April when the Rekorderlig social community will be invited to participate in #CelebrateTheSun and capture their Swedish-inspired seasonal images for the chance to win a selection of prizes. Thor will offer them photography tips through social and again judge entries. 

Separately, Rekorderlig is launching a new limited edition Passionfruit flavour. The product, which goes on sale in April, increases the reach of the premium Swedish cider brand, which in the UK off-trade upped value sales by 144% year-on-year. In the on-trade, Rekorderlig cider has grown by £60m in the past 12 months and is now worth £84m.

Rekorderlig marketing director Gemma Copping said the launch of the Passionfruit variant is aimed at capitalising on "the international flavour trend towards more exotic flavours".

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message