In 2010, Swedish cider Rekorderlig, was a relatively unknown brand in the UK.
The brand challenged us to devise a range of brand building and activation initiatives to engage with their target audience on the channels where they were most active and grow the cider’s presence in a category which was becoming increasingly popular with younger drinkers seeking alternatives to beer.
A key piece of Brand Building activity for Rekorderlig was our Winter Forest Bar. The experience allowed visitors to sample the cider in an immersive setting which delivered two key brand cues – The beauty of Swedish Nature alongside the renaissance of modern Swedish popular culture – Scandinavian Cuisine, Design, Fashion and music.
What we Made:
The Rekorderlig Winter Forest Bar launched in the center of London’s East Endand delivered a magical moment to visitors as they stepped through the door and were transported from the hustle and bustle of the city, into a living Swedish forest.
We obsessed over every detail, from the 150 (ethically sourced) pine and birch trees, to several truckloads of real soil on the floor. Changing lighting took the forest from dusk through to nighttime as the evening progressed and climate control kept it chilly enough to make guests believe they were outside. Food and drink menus were engraved on wood and atmospheric forest smells and mist filled the space.
We were delighted to see many people ignore the seating, opting instead to have picnics on the forest floor with our Swedish tasting dishes. We even had to remind a few people who forgot they weren’t actually in a real forest that smoking was prohibited!
While the setting was an authentic forest, the experience also delivered the modern Swedish contemporary culture cues of the brand. Featuring a striking bar in the center and live music from Swedish DJs and recording Artists.
Keeping the Product Central to the Experience
Throughout the evening, we offered visitors varied ways to sample the different Rekorderlig flavors, keeping the products central to the experience throughout and highlighting usage occasions for the cider.
From a tasting menu of authentic Swedish cuisine paired with the various Rekorderlig flavor variants to a cocktail menu offering twists on well-known classics, using Rekorderlig as the mixer component to warm winter cider which was served once the lighting and temperature in the forest had dropped to a “night time” state.
From cocktails to tasting dishes – All were created exclusively for the event.
Our four Swedish Rekorderlig influencers (Fashion blogger, Kite Surfer, Photographer and Snowboarder) attended the event and ensured we got attention across their social channels.
Invited bloggers, influencers and traditional press gave the experience a lot of coverage in digital and traditional media. Our in-house content team there on opening night to create video assets which were edited overnight and distributed across channels the next morning.
A sense of exclusivity was created by only releasing 2,500 tickets, which sold out in less than a day. Limited ‘walk-up’ tickets, saw people queuing for hours to get in.
It all resulted in one of the most talked about brand experiences of the year andgenerated millions in PR value.
Featured in Timeout’s “hottest things to do this month”
“One of the coolest bars I’ve ever been to” – Shortlist
“What a hot event. We love Rekorderlig” – Dazed and Confused
“This place is so amazing, its literally like stepping into a real Swedish Forest”– Cool Hunting
What we did: Concept Development / Creative Direction / Production / Project Management
Agency: Outside Line