All aboard for Sweden!

December 3, 2020
By Ioni Doherty

Visitors can now virtually enter the world of Rekorder-land via the town of Vimmerby, home of the iconic cider, Rekorderlig, and where it’s still made today, complete with a few Rekorderlig-inspired, multi-sensory twists.

“Rekorder-land is a category-first providing a creative and unexpected way for cider lovers to interact with the Rekorderlig brand and learn about our flavours with all the colour, movement, fun and vibrancy you’d expect from the brand” Pip Hearn, Senior Brand Manager, Cider and Emerging, said.

“The immersive journey – inspired by Sweden’s unique beauty – will surprise and delight our existing consumers while recruiting new consumers to the amazing brand it is.”

Through a mobile-first microsite, go on a flavour-led journey and become immersed in hyper-real sights, sounds and hands-on interactivity. All is brought to life through three vivid experiences, which feature delicate depictions of Rekorderlig’s fruit and flavours amidst backdrops of stunning, Swedish-inspired landscapes and soundscapes.

Rekorderland

The Strawberry-Lime ‘Fountain Dive’ is an underwater marine-like world within Vimmerby’s iconic town square fountain, exploring strawberry-hued waters and coral, playing with bubbling lime jellyfish and hunting for strawberry-lime pearls.

The Blush Rosé Lake Hus is an interactive music and visual experience powered by AI-image recognition technology. Build beats by displaying hand and facial gestures. The experience is inspired by Blush Rosé, Rekorderlig Cider’s drier, lighter rose inspired flavour.

Exploring ‘The Botanical Meadows’ to encounter lush fruit dwelling happily amongst tree-sized botanicals and discover unique flavour combinations such as Peach-Basil and Grapefruit- Rosemary.

Travel wouldn’t be complete without a souvenir – once visitors have completed the range of experiences and discovered the flavours, they’ll be invited to exit through the Souvenir Shop with discounts, lightroom filters, vouchers and more.

Passports please. Your journey starts here.


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