After making a game out of its latest flavour launch, cider brand Rekorderlig has announced the latest taste in its range is Passionfruit.
Launched this month, the Passionfruit flavour joins others in the range including Strawberry-Lime; Apple and Blackcurrent; Wild Berries; Pear; and Apple.
Nikki Langford, marketing manager, said "We are looking forward to bringing our new innovative flavour into the market. We feel confident that the new Passionfruit addition will be hugely popular amongst females and males, cementing our role as the leading fruit cider brand."
The new flavour has a less than conventional launch, which involved an interactive 'hide and seek' Facebook page.
Rekorderlig created a ‘Where’s Wally’ style game, hiding a bottle of the new Passionfruit flavour amongst the streets of Stockholm, Sweden. The competition used the same concept as Google Earth, where photos are taken in such high resolution that they allow viewers to zoom into the image in great detail.
In a bid to find the new flavour consumers had to scour the photograph to find the hidden image, buried amongst 300 Rekorderlig posters, images and signs. The person who discovered the new flavour was one of the first consumers in the world to receive a full case of the new Passionfruit cider.