Rekorderlig - On People's Lips

Rekorderlig returns to TV after four-year absence with Havas London campaign

Molson Coors has launched a brand campaign for Rekorderlig aimed at adults aged 20-34 to drive awareness of the brand and to get the name ‘Rekorderlig’ on people’s lips this summer

By creative salon

The campaign celebrates the beautiful spirit of Sweden that Rekorderlig seeks to embody through an eye-catching, colourful and fast-paced film.

The aim is to put the brand front of mind for consumers and show the fun, spirited world Rekorderlig was born to embody, and second is to make sure it is seen as the alcoholic drink of choice this summer.

The campaign, shot by Havas production business Havas Studios, is playful with a close-up of lips with colourful lipsticks reiterating the brand name in a fun, disruptive and upbeat way with an authentic Swedish voice over. The campaign is live for three months over the peak summer months. The TV campaign will go live in August and is supported by a paid social, YouTube, VOD and OOH campaign.

The campaign will drive awareness for the core range from Rekorderlig which includes Strawberry-Lime cider, Wild Berries cider, Passionfruit cider, Mango-Raspberry cider and the latest additions, Pink Lemon cider and Watermelon-Citrus cider

Rebecca Mutty, Rekorderlig Brand Manager says: ‘Rekorderlig was born to embody the beautiful spirit of Sweden – a laid back yet positive, contemporary and stylish nation known for beautiful simplicity and making the most of the sun all year round! We’re proud to say our ciders are still made in Sweden using the water from a nearby stream to bring that beautifully refreshing spirit we were made to embody to our drinkers in every bottle of Rekorderlig all over the world. This campaign is our first masterbrand campaign in over 4 years and aims to bring the fun, engaging and beautifully Swedish spirit of Rekorderlig to life and get the name Rekorderlig back on people’s lips this summer!”

Vicki Maguire, Chief Creative Officer, Havas London says: “This is Rekorderlig confidently putting its name on the nation’s lips. It’s a shamelessly energetic, fun ad, centered around saying a word that has no familiarity in UK pronunciation and delivered with the unique charm of our Swedish friends.”


Project name: On People’s Lips

Client: Rekorderlig (Molson Coors)

Creative agency: Havas London

CCO: Vicki Maguire

Creative Director: Luke Williamson

Art director: Luke Williamson

Account team: Alec Campbell, Perla Perlini

Agency producer (film): Claire Lillis

CSO: Britt Iversen

Planner: Gus Powell

Media agency: Zenith

Media planner: Florence Ospici, Tony Hursey

Production company: Havas Studios

Producer: Adam Javes

Director: Harriet MacSween

DoP: Edward Gibbs

Editor: D-Fran, Jamie Munton

Post-production: Bubble TV

Soundtrack composer: Rex Banner

Audio post-production: Bubble TV


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