The Drum Awards Festival - Media

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By Amy Houston | Senior Reporter

June 6, 2023 | 2 min read

The cider brand channels the Swedish saying ‘Little Fruktig’.

Viewers see a young couple enjoying a picnic before realizing that their cool bag is only filled with ice in the ad. In a strange twist, the woman calls for a horse, who delivers two bottles of Rekorderlig and saves the day.

Created by Havas London, it’s part of a multi-channel brand platform that champions the importance of carefree moments of self-expression.

Karen Albert, brand director for premium brands at Molson Coors, said: “Consumers are choosing fruit cider based on flavor and Rekorderlig delivers on that with its great-tasting fruity flavor.

“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.”

The campaign will run in the UK across video-on-demand and out-of-home activations throughout the summer months.

Vicki Maguire, chief creative officer at Havas London, added: ‘’Come on, who doesn’t want to have a little Swedish Frutkig from time to time?’’

Read our interview with Vicki Maguire as part of the My Creative Career series here.

Creative Creative Works Havas London

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