The online ads poke fun at notions of Sweden

The online ads poke fun at notions of Sweden

Swedish brewer Abro has launched an online marketing push for its Rekorderlig cider brand in the UK.

The campaign, launched with a 60-second teaser trailer next week, features a series of short films poking fun at stereotypical notions of Swedish people. A teaser clip of one of the films can be viewed below.

The campaign will also launch in Australia, where the ads will run in cinemas, a spokesperson for the brand told just-drinks earlier today (20 August).

Rekorderlig is distributed in the UK through a partnership with Chilli Marketing.

It is sold in 50cl bottles and comes in a range of flavours, including pear, apple and wild berry flavours. It is between 4% and 4.5% abv.

Rekorderlig posted 127% growth in the UK last year, according to Nielsen figures supplied by Chilli Marketing.