The team behind Swedish cider Rekorderlig has launched the brand's first global marketing campaign, with the message 'beautiful over ice'.

Although the exact spend on the campaign was not disclosed, a spokesperson for Chilli Marketing told just-drinks that it is "a seven-figure sum". The campaign launches online on 10 July and will subsequently run internationally in cinemas, on social media, out-of-home and in the off-trade.

Chilli Marketing said it hopes to reach its target demographic of "contemporary 18-34 year olds, who undoubtedly live on social".

The UK company, which handles Rekorderlig outside of Sweden for Abro, worked with agency Saatchi & Saatchi as well as the choreography crew from comedy Blades of Glory.

Kieron Barton, managing director of Chilli Marketing said: "For us, advertising in the cider category has become a little predictable and we felt it needed something to invigorate it. As a brand that has been unafraid to pioneer fruit cider globally, Rekorderlig is definitely a ‘break the mould’ brand that we felt was able to do that."

Rekorderlig launched its latest variant, Dry Äpple, in March.