Norrlands Guld (''Gold of

Norrland Norrland (, "Northland", originally ''Norrlanden'' or "the Northlands") is the northernmost, largest and least populated of the three traditional lands of Sweden, consisting of nine provinces. Although Norrland does not serve any administr ...

'') is a

lager beer Lager () is beer which has been brewed and conditioned at low temperature. Lagers can be pale, amber, or dark. Pale lager is the most widely consumed and commercially available style of beer. The term "lager" comes from the German for "storage" ...

introduced in 1965 by Sollefteå Bryggeri. It is now brewed by

Spendrups Spendrups Bryggeri AB is a Swedish brewery founded in 1897 as Grängesbergs Bryggeri AB. The company includes the following subsidiaries Spring Wine & Spirits, Gotlands Bryggeri and Hellefors Bryggeri. Spendrups Group has approximately 900 employ ...

as of 1989. It is known for its long-running

ad campaign An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and conce ...

which feature a stereotyped view of Norrland. The principal character is Ingemar, a very laid back man who lives a simple life with his buddies. The central message is that people from Norrland (who naturally drink Norrlands Guld) are generally more laid back and free from pretension. The

Catchphrase A catchphrase (alternatively spelled catch phrase) is a phrase or expression recognized by its repeated utterance. Such phrases often originate in popular culture and in the arts, and typically spread through word of mouth and a variety of mass ...

"Varför inte vara dig själv för en stund?" (''Why not be yourself for a moment''?) reflects this. Norrlands Guld is also sold outside of Sweden throughout the

IKEA IKEA (; ) is a Dutch multinational conglomerate based in the Netherlands that designs and sells , kitchen appliances, decoration, home accessories, and various other goods and home services. Started in 1943 by Ingvar Kamprad, IKEA has been t ...

retail chain.

Norrlands Guld the movie

In 2006, ads started to appear for an upcoming movie called ''Snart är det lördag igen'' (soon it's Saturday again) which was being directed by comedian

Henrik Schyffert Per Henrik Schyffert (born 23 February 1968) is a Swedish comedian, actor, musician and radio and television personality. Career Schyffert was a VJ for MTV Europe in the late 1980s. In 1992 he hosted the comedy TV show ''I Manegen Med Glenn Kil ...

. It was to star

Pontus Gårdinger Pontus Joakim Gårdinger (born 20 July 1964 in Enskede) is a Swedish television presenter show host, producer and actor who has, among other things, hosted Melodifestivalen 1996. He also hosted the short lived reality show '' Miljonärerna'' on ...

as Ingemar and was presented as a dramatic revenge story with a completely different tone than the previous commercials. This was actually just a joke and no movie was in the works. It did however spawn a 30-minute

mockumentary A mockumentary (a blend of ''mock'' and ''documentary''), fake documentary or docu-comedy is a type of film or television show depicting fictional events but presented as a documentary. These productions are often used to analyze or comment on c ...

video where Schyffert and others involved talk about how everything went wrong with the shoot.

References

{{reflist Beer in Sweden Swedish brands