Rekorderlig has expanded its offering with a new premix product set to compete in the “cocktail revolution” of the alcohol category.
The Swedish cider company wants to “push the boundaries of the category” and invest more in premium drinks as consumers shift to valuing quality of quantity.
“Australians are being more selective in what they choose to drink and are considering more premium options. Rekorderlig recognised there was a gap in the market to tap into the cocktail trend with a convenient solution,” the brand's marketing manager Nikki Langford tells AdNews.
The campaign for the product leverages digital, social, experiential activations and outdoor, as well as influencers to bring the product to market.
The ready-to-drink cider cocktails launch in 250ml cans for summer with a focus on quality ingredients.
Rekorderlig Cider Cocktail is being positioned as drink for picnics and house parties, hoping to appeal to the millennial audience that is shifting from big nights out to smaller social gatherings.
The cans are being designed for its 18-34 target market in mind to ensure their presentation were Instagram worthy.
“Our consumers are never without their phones and there are always Instagram moments to be captured. The can designs have become works of art and the change in print techniques make them more beautiful and Instagrammable,” Langford says.
The brand recently used former Big Brother contestant Tully Smyth to promote the drink across her social platforms using video.
Tully Smyth was brought on as an influencer for the launch of Rekorderlig cocktails
“The biggest impact of social media and technology is the ability to access instant feedback around our brand. Our consumers are highly tech savvy so the influencers play an important role,” Langford says.
Youth-focused sites The Urban List and Concrete Playground are also supporting Rekorderlig with the launch, through both display advertising and branded content.
"Display and branded content play both play a role in our marketing, but there has definitely been a shift towards more branded content from Rekorderlig."
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