Portfolio Piece 1: Blog – 5 Summer Cocktails for 2017 with Rekorderlig

5 awesome and easy summer cocktails for 2017 with Rekorderlig cider to help you discover your freshest summer ever!

So it’s still not summer, it’s still dull, grey and not warm enough for sandals. Christmas and New year is a distant memory and we are all longing for warmth, sun and all the fun fruity drinks that come with the summer months.

But do not fear, we have put together 5 of the freshest,easiest, yummiest and awesomist summer cocktails, ALL MADE WITH REKORDERLIG CIDER… I know, we’re excited too! These summer cocktails will help you to get buzzed about discovering summer 2017 (and help you to feel like it’s just around the corner).

 Rekorderlig Apple and Elderflower Cider Cocktail

Rekorderlig Apple and Elderflower Cider cocktail
Rekorderlig Apple and Elderflower Cocktail, garnished with cucumber, mint and grapefruit slices.

240 ml Rekorderlig Strawberry and Lime Cider, 120 ml vodka, a dash of grapefruit juice, 60 ml elderflower cordial, garnished with cucumber, mint and grapefruit slices.

 Rekorderlig Bramble Bush Cider Cocktail

Rekorderlig Bramble bush Cider cocktail
Rekorderlig Bramble Bush Cider Cocktail with fresh blackcurrants, garnished with lemon.

240 ml Wild Berries Rekorderlig Cider,120 ml Gin, 60 ml black current liqueur, 30 ml lemon juice, garnished with lemon slices and fresh black currents.

 Rekorderlig Strawberry and Lime Good Time Cider Cocktail

strawberry-mojito-7-1
Rekorderlig Strawberry and Lime Good Time Cider Cocktail, garnished with mint leaves, strawberries and lime.

240 ml Strawberry and Lime Rekorderilg Cider, 120 ml vodka, a dash of lime, 50 ml elderflower cordial, garnished with mint, lime and fresh strawberries.

  Rekorderlig Pear and Peach Fizz Cider Cocktail

Rekorderlig Peach Cider fizz Cocktail
Rekorderlig Pear and Peach Fizz Cider Cocktail garnished with peach slices.

240 ml of Pear Rekorderlig Cider, 42 ml of peach pure, 42 ml of vodka, garnished with peach slices.

 Rekorderlig Strawberry and Lime Cider Fizz

Rekorderlig Strawberry and Lime Cider fizz
Rekorderlig Strawberry and Lime Cider Fizz, garnished with strawberries and mint leaves.

240 ml Strawberry and Lime Rekorderlig Cider, 240 ml Champagne, 42 ml Strawberry puree, garnished with mint leaves and fresh strawberries.

Get making! Have fun, and enjoy our 5 summer cocktails all made with Rekorderlig Cider!

Check out more Rekorderlig fun and awesomeness on our Instagram, Facebook and at Reckorderlig.com!


Rationale

Rekorderlig  cider is a Swedish fruit flavoured cider created in 1996, that is still brewed today in its home town. 6 different flavours are available ranging from Strawberry and Lime to Pear. A 2017 Mintel Cider Report highlights that Rekorderlig only has a 3% market share within the UK Cider Market. In comparison to Strongbow, Bulmers and direct competitor Kopparberg, this small market share offers many challenges in gaining sales and brand awareness.

The Challenge

To increase the awareness of the brand Rekorderlig Cider.

The Solution

The introduction of Rekorderlig Cider as a base for summer themed cocktails.

The Result

A predominantly visual campaign showing 5 cocktails that can be made from a base of Rekorderlig cider.

Both the Business Objective and the Position in the Customer Journey are focused on Awareness Raising. To increase awareness and recall of Rekorderlig Cider within the millennial target market. Sharon Michaels a journalist at Forbes magazine explains that if a brand keeps there name and message in front of their target market it constantly reminds them who the brand is, through a cohesive campaign spanning multiple channels, brands can increase their awareness levels.

YouGov  states that Rekorderlig’s target market are millennials.  Dan Schawbel a journalist for Forbes, writes an article about the millennial consumer. He states that this generation relies on social media, with 33% seeking out blogs and reviews before making purchases (from makeup to technology). Vincent Carlos from PR Daily, states that in 2016 “pull marketing” is more effective on millennials, as they want to consume brands on a personal level through information, not direct advertising as part of a mass communication and as a mass audience.

Message 

Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.

Concept

Use Rekorderlig Cider to make these great recipes – Mix Rekorderlig Cider with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.

Focus Phrase 

“Fresh Summer Cocktails 2017, Rekorderlig”

Measurement

Visitors and unique visitors to the blog post and the Rekorderlig website, click throughs to Rekorderlig Instagram and Facebook.

The tone of voice is style, refreshing and sophisticated, conveyed visually through a blog with 5 images, each of a cocktail and its ingredients, using different glasses, compositions and garnishes. Nigel Huddleston from the Morning Advertiser wrote an article on millennial drink choices, explaining that they are now moving to sweeter tasting drinks. The images above suggest the flavour of the drinks – fruity, sweet and refreshing. The images convey simplicity, through minimalism of the image, the glasses, outside, wood and marble and brick back drops, but also style and sophistication through the crystal cut glasses and the drinks presentation.

Using the focus phrase “Fresh Summer Cocktails 2017 ”  there are many results, websites and blog sites offering offering summer cocktails/drinks, recipes. The layouts offered guidance for the blog above, a short piece of copy, captivating images and an easy to follow recipe.

17 Refreshing Cocktails You Need To Make This Summer

Rekorderlig Summer Cocktails 

The Spirit of Summer, Swedish Strawberry Cocktail 

The focus phrase and the websites above gave an insight into the type, look and flavours of drinks consumers desire and inspired the images used in this blog.

Images (in blog) sourced from the stock image library: Unsplash 

Images (in research) sourced from: Google Images 

References

Buzzfeed (2016) 17 Refreshing Cocktails You Need To Make This Summer. Available at:https://www.buzzfeed.com/lindsayhunt/boozy-summer-drinks?utm_term=.qxMEN8mee#.hqGVPNLKK (Accessed 14 March 2017).

Carlos,V. (2016) Want to reach millennials? Start blogging. Available at:https://www.prdaily.com/Main/Articles/a89dae19-ff2e-482a-b0b5-ba690cf2b03d.aspx (Accessed 23 February 2017).

Diffords Guide (2016) Rekorderlig Summer Cocktails. Available at:https://www.diffordsguide.com/class-magazine/read-online/en/2013-05-28/page-12/cider-cocktails  (Accessed 14 March 2017).

Google Images (2017) Fresh Summer Cocktails 2017. Available at:https://www.google.co.uk/search?q=fresh+drinks+summer&safe=strict&espv=2&biw=968&bih=642&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjIs9OMubfSAhVjC8AKHXTrApUQ_AUIBigB#safe=strict&tbm=isch&q=fresh+summer+cocktails+2017 (Accessed 14 April 2017).

Honest Cooking (2014) The Spirit of Summer, Swedish Strawberry Punch Cocktail. Available at:http://honestcooking.com/spirit-summer-swedish-strawberry-punch-cocktail/ (Accessed 14 March 2017).

Huddleston,N. (2015) ‘Millennial trends: play the generation game’. The Morning Advertiser. Available at:http://www.morningadvertiser.co.uk/Running-your-pub/Marketing/Millennial-trends-play-the-generation-game (Accessed 29 March 2017).

Michaels, S (2016) 10 Ways to Better Brand Recognition. Available at:https://www.forbes.com/sites/womensmedia/2013/04/16/10-ways-to-better-brand-recognition/#32dcb699683a (Accessed 1 March 2017)

Mintel (2017) ‘Cider- UK- January 2017’ Available at:http://academic.mintel.com/display/814043/ (Accessed 23 February 2017).

Rekorderlig (2017) About us. Available at:http://www.rekorderlig.com/gb/about-us/ (Accessed 29 March 2017).

Schawbel,D. (2016) ’10 New Findings About The Millennial Consumer’. Forbes. Available at:http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#591d293928a8 (Accessed 23 February 2017).

Unsplash (2017) Unsplash. Available at:https://unsplash.com/ (Accessed 29 March 2017).

YouGovProfiles (2016) People who drink Rekoderlig. Available at:https://yougov.co.uk/profileslite#/Rekorderlig/lifestyle (Accessed 23 February 2017).


Research

 Business Objective

Audience Research

 Marketing Week  states that the target audience for Rekorderlig and this blog is millennials (18-24’s). YouGove and Goldman and Sach highlights that its both men and women, who want to ‘break to mould, set trends’ and love entertaining their friends and bringing something new to their friendship group. Schawbel  and Olenski also tell us that they enjoy the theatre of making cocktails and enjoy sweeter fruitier drinks.

Schawbel points out that the millennial generation relies on modern media, with research showing that 33% of millennials seek out blogs and reviews before making a purchase. The use of ‘pull marketing’ is more effective, as millennials want to build relationships with brands, and feel special, not part of a mass audience Carlos 2016. This transpires as 43% of millennials valuing the authenticity of user generated content rather than content, as they connect the best with people rather than logos Schawbel.

Position in Customer Journey

Awareness-  this blog will be to raise awareness of the product Rekorderlig cider to consumers who may have never come across the brand.

 Tone of Voice

  • Refreshing
  • Sophisticated
  • Style

Message

  • Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.

Creative Format

  • Blog post

Measurement

  • Survey’s online to millennials/ focus group market research pre and post campaign to measure millennial awareness and recall.

Concept

Try these great recipes – Mix with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it. Highly image focused, using images of people having fun, smiling and enjoying the simple things in life, including delicious, easy to make and replicate, refreshing cocktails made from fresh fruit and Rekorderlig cider.

new-campaign-mood-board

Semiotic meanings of chosen imagery

The new images for the new campaign all signify old values, fun, smiles, good times but easy, simplistic, fresh and satisfying. They are all cohesive and fit well together, showing the good things in life, 11,14 show laughter and fun. 12,8,7,10,3,4 show drinks that look refreshing, easily achievable, natural, thirst quenching and delicious, because of the fresh fruit, the ice and the vibrant colours, the glasses and the garnishes are simplistic and easy to do yourself. Images 13,6,2,1 show the old values of life, people spending time with friends doing fun things and enjoying life. These images all celebrate are simplistic, stylistic and rustic, whilst offering a level of sophistication.

  Read more here! -> Rekorderlig: Visual imagery and Semiotic Analysis

All of these images have a style that is different to competitors, and works together as a whole portfolio piece and campaign.

Tone of written voice

Spencer points out that writing for millennials is very different to writing for other generations. It needs to be short, easy to read, punctuated with captivating visuals, entertianing and feel more authenitic, like a friend writing. The blog above, is short, filled with lots of bright captivating images and uses a personable, friendly writing tone of voice.

Research

The focus phrase

  • Summer cocktails 2017, Rekorderlig

When searching these words on Google, to research what type of results come up, there are lots of recipe blogs and websites. Offering summer cocktails/drinks, alcoholic and non alcoholic that have a very similar style to my blog and the drink recipes offering refreshing, tasty, easy summer drinks. Here are some good examples:

17 Refreshing Cocktails You Need To Make This Summer

Rekorderlig Summer Cocktails 

The Spirit of Summer — Swedish Strawberry Punch Cocktail

Summer Drink Recipes- BBC Good Food 

26 Refreshing Drinks You’ll Love Long After Summer’s Over – Woman’s Day

30+ Refreshing Summer Drinks- Better Homes & Gardens

23 of the Most Refreshing Summer Cocktails You’ll Ever Have 

My choice of images are discussed above in relation to semiotics, but when searching these focus words, it brings up very similar images. Meaning that consumers are searching for and looking for a particular type/style of drink, and therefore evidence that the images used on my blog will be successful in attracting the audience and catch their eye on images search.

 Source: Google Search- Fresh Drinks Summer 

 References

allrecipes (2016) Summer drinks recipes. Available at: http://allrecipes.com/recipes/2777/everyday-cooking/seasonal/summer/drinks/  (Accessed 2 March 2017).

BBC Good Food (2016) Summer Drink Recipes. Available at:https://www.bbcgoodfood.com/recipes/collection/summer-drink (Accessed 2 March 2017).

Buzzfeed (2016) 17 Refreshing Cocktails You Need to Make this Summer. Available at:https://www.buzzfeed.com/lindsayhunt/boozy-summer-drinks?utm_term=.pcg1GxNGPo#.utj65DQ57k (Accessed 15 March 2017).

Carlos,V. (2016) Want to reach millennials? Start blogging. Available at:https://www.prdaily.com/Main/Articles/a89dae19-ff2e-482a-b0b5-ba690cf2b03d.aspx (Accessed 23 February 2017).

CountryLiving (2016) 23 of the Most Refreshing Summer Cocktails You’ll Ever Have. Available at:http://www.countryliving.com/food-drinks/g1659/summer-drink-recipes/? (Accessed 2 March 2017)

Delish (2016) These 39 Summer Cocktails Belong On Your Drinking Bucket List. Available at:http://www.delish.com/entertaining/g2163/summer-cocktails/? (Accessed 2 March 2017).

Gee, R (2016) Rekorderlig on its transition from cider to cocktails and why cheap prices ‘destroy’ brands. Available at:https://www.marketingweek.com/2016/06/22/rekorderlig-on-its-transition-from-cider-to-cocktails-and-why-cheap-prices-destroy-brands/ (Accessed 1 March 2017).

Goldman and Sach(2016) Millennials coming of age. Available at:http://www.goldmansachs.com/our-thinking/pages/millennials/  (Accessed 1 March 2017).

Google image search (2017) Fresh Drinks Summer. Available at:https://www.google.co.uk/search?q=fresh+drinks+summer&safe=strict&espv=2&biw=1341&bih=642&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiqz966yLfSAhViLsAKHQODDsMQ_AUICCgB (Accessed 2 March 2017).

Jone, N. Cook,L. and Cooper, C. (1991) Persistence & chimpanzees – the PG Tips case history. Available at: https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=ec3f621a-c77d-442c-a993-a3a56cc069c3&q=building+brand+awarness&CID=A711&PUB=ADMAP (Accessed 1 March  2017).

Kourovskaia, A (2013) Increasing brand value: A masterclass from the world’s strongest brands. Available at:https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=9c336bfb-62a2-4dcc-a0f2-3b09f0e40605&q=increasing+brand+recall&CID=A100711&PUB=WARC-RESEARCH https://www-warc-com.proxy.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=9c336bfb-62a2-4dcc-a0f2-3b09f0e40605&q=increasing+brand+recall&CID=A100711&PUB=WARC-RESEARCH (Accessed 1 March 2017).

Michaels, S (2016) 10 Ways to Better Brand Recognition. Available at:https://www.forbes.com/sites/womensmedia/2013/04/16/10-ways-to-better-brand-recognition/#32dcb699683a (Accessed 1 March 2017)

Mintel (2017) ‘Cider- UK- January 2017’ Available at:http://academic.mintel.com/display/814043/ (Accessed 23 February 2017).

Mintel (2017a)  ‘Cider-UK- January 2017’ Available at:http://academic.mintel.com/display/814049/ (Accessed 23 February 2017).

Olenski,S. (2016) ‘Creating Brands That Engage Millennials.’ Forbes. Available at:http://www.forbes.com/sites/steveolenski/2016/09/28/creating-brands-that-engage-millennials/#97d32cc593b0 (Accessed 23 February 2017)

Spencer,M. (2016) How to write copy that works for millennials. Available at:https://www.linkedin.com/pulse/how-write-copy-works-millennials-michael-spencer (Accessed 2 March 2017).

Schawbel,D. (2016) ’10 New Findings About The Millennial Consumer’. Forbes. Available at:http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#591d293928a8 (Accessed 23 February 2017).

Woman’sDay (2016) 26 Refreshing Drinks You’ll Love Long After Summer’s Over.  Available at:http://www.womansday.com/food-recipes/food-drinks/g828/summer-drink-recipes/? (Accessed 2 March 2017).

YouGovPrfiles (2016) People who drink Rekoderlig. Available at:https://yougov.co.uk/profileslite#/Rekorderlig/lifestyle (Accessed 23 February 2017).

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3 thoughts on “Portfolio Piece 1: Blog – 5 Summer Cocktails for 2017 with Rekorderlig

  1. Hi Emily, you have used the perfect Imagery to go with the blog post for 5 summer cider cocktail recipes. The title could flow a little better, e.g. …. from our refreshing Rekorderlig Cider range, or fruity Rekorderlig Cider range or Let Rekorderlig Cider help you discover…. you could also number the recipes? Use exclamation marks sparingly, it can come across as shouting…Check for inconsistencies, e.g. 240 ml Rekorderlig Strawberry and Lime (word Cider is missing but is on others). Careful about using the word ‘excited’ twice in a row…and get a second pair of eyes to do a final proof check, I spotted some typos… I’m not sure the images used signify ‘simplicity’? I think they signify ‘fresh’ with ‘style’ but that might be my opinion, the target audience may say otherwise. The rationale is excellent, well done Emily. If you wanted to improve your work further I would suggest bringing more upfront impact to the design. Number the 5 images, let them choose the recipe that grabs them most, then provide the recipes after the imagery, i.e. put all the images and captions together – at the top – as this is the bit that will engage the audience. Again, that’s just my opinion so user experience testing would resolve. Really good work, well done 🙂

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