Wednesday, June 18, 2025
HomeFeaturesFinlandia Launches New Generation Campaign

Finlandia Launches New Generation Campaign

Premium drinks brand Finlandia Vodka has unveiled a new global campaign as it seeks to connect with a younger adult audience in Ireland and Northern Ireland, by tapping into the cultural shift towards more mindful and values-driven alcohol consumption. ​

Drawing on the insight from The Future Laboratory, that a younger generation, as an antidote to the ‘cult of busyness’, are increasingly craving their own time and space to indulge in pleasure without pressure, the “It’s Soooooo Fine” tagline has been developed to have dual meaning. The campaign celebrates both how Finlandia can facilitate those easy-going moments of pleasure and the unique character of the drink – the only vodka that’s easy on the tongue and made silky-smooth by Finland’s ‘Midnight Sun’. ​

Developed in partnership with DDB Paris, the playful campaign encapsulates a world filled with warmth, colour and character, with pleasure at the heart of the story. ​

Finlandia and DDB Paris brought in Emmy-award winning director and Gucci’s key creative collaborator, Max Siedentopf to sprinkle his creative magic and bring the campaign to life in a unique and tongue-in-cheek way. ​

The creative features a range of kooky characters enjoying the versatility of vodka  (not a nightclub or bar in sight), inviting them to a world where there are ‘no guilty pleasures, only wrong crowds’, encouraging the audience to carve out moments of pleasure in their own unique way – for example ‘put gummy bears in their vodka’ – “It’s  “Soooooo Fine.” ​

Finlandia’s 360-degree marketing campaign rolls out across multiple channels in June across Ireland and Northern Ireland, and includes digital, social media and on/off trade activations. The campaign will be rolled out in multiple countries worldwide. ​

Made only in Finland, Finlandia is a top ten leading Std+ vodka brand. This is the first global campaign since Coca-Cola HBC’s acquisition of the brand in 2023 from Brown-Forman.

Commenting on the launch, Olena Klymenchuk, Global Marketing Director for Finlandia said: 

“Finlandia is a vodka with a long history and unwavering commitment to quality. Our goal is to elevate Finlandia’s premium image and forge a stronger, more emotional connection with the next generation of legal drinking age drinkers. We know that younger adults are seeking moments of joy and shared experiences, and the exceptional taste of Finlandia Vodka can be part of this, as the perfect drink for a range of different occasions, including casual get togethers with friends in a bar or that perfect serve at home. ​

“We are bringing a fresh, exciting new brand idea that has a universal appeal and firmly places Finlandia in the contemporary cultural zeitgeist. While we remain proud of our Finnish origin and our consistently high quality, this campaign introduces a fresh and authentic voice for the brand”. ​

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