The world’s first cold sauna that brought some Scandi cool to London's summer heat.
EARNED MEDIA | EXPERIENTIAL
THE COLD SAUNA
Brief
We needed to build brand love and product awareness for Rekorderlig’s new Peach-Raspberry cider — in a way that embodied their playful, fruity, and unmistakably Swedish positioning: a little Früktig.
Solution
Leaning into Swedish heritage, we created the world’s first peach-shaped cold sauna — a cheeky twist on traditional sauna culture.
The Rekorderlig Cold Summer Sauna opened for three days during a hot London weekend, offering passers-by a moment of fruity, ice-cold refreshment — inside a giant peach.
To maximise impact, we launched a multi-channel PR campaign targeting earned media, influencers, and paid partnerships — generating buzz for both the stunt and the new flavour NPD.
Results
PR reach: 3 million
Coverage: 27 pieces
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Agency: Hue & Cry
Executive creative director: Mike Beukes
Design Director: Josy Sneddon
Creatives: Mike Beukes | Maryam Ghani
Designer: Josy Sneddon
PR and production: Georgie Sidwick | Maryam Ghani
Production and events company: Sense