Vodka Made By Finland
We reintroduced the world to Finlandia’s rich and storied heritage with an emotionally powerful campaign, bringing together the brand’s DNA in a global shopper toolkit that delivered impact across on and off-trade.
The Challenge
Despite being a top ten global brand within the growing standard+ category, Finlandia Vodka (FV) had struggled to generate growth in recent years. A lack of distinctiveness led to inconsistent brand comms, which weakened the brand and impacted sales. We needed to take a bold step towards creating an emotionally powerful idea with a solid insight that reconnected shoppers with the brand in a way that would make Finlandia the bottle they reached for first.
The Insight
The first thing shoppers look for when choosing a vodka is a high-quality brand with an appealing taste. Unfortunately, people didn’t associate Finlandia Vodka with purity, which distilled the brand’s perception in a competitive category. We needed to reaffirm the Finlandia brand credentials whilst intrinsically linking it with its purity, making it the go-to vodka of choice.
The Idea
To win shoppers over in both the on and off-trade, we had to be bold and help FV stand out from the competition with a meaningful message. Our I AM FINLANDIA campaign drew upon Finlandia’s unique provenance which pushed the purity, quality, and taste of not just the product, but a whole nation. Our global shopper toolkit provided powerful ready-to-implement solutions to communicate FV’s new campaign and drive shopper consideration.
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