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Finlandia goes back to nature
27 August, 2008
Page 33
This summer Finlandia has targeted Britain with its biggest UK marketing push, aimed at focusing on and extending the brand's UK reach by communicating a brand essence of "natural purity".
A through-the-line campaign aimed at the 25 to 39-year-old audience includes outdoor, on-line, print, experiential and PR activities, including what is described as 'a full takeover' of Euston Station in London, with corridors and escalators swathed in Finlandia imagery.
The main activity began in June and continues throughout July, with support from a campaign in the Independent newspaper and a series of on- and off-trade promotions throughout the summer, including on-pack giveaways such as cocktail books and muddlers.
"The premium vodka market is becoming ever more cluttered and competitive," commented marketing manager Claire Westlake. "For Finlandia to continue its track record of growth in the UK we need to communicate our distinctive brand positioning of natural purity in innovative and impactful ways."
A through-the-line campaign aimed at the 25 to 39-year-old audience includes outdoor, on-line, print, experiential and PR activities, including what is described as 'a full takeover' of Euston Station in London, with corridors and escalators swathed in Finlandia imagery.
The main activity began in June and continues throughout July, with support from a campaign in the Independent newspaper and a series of on- and off-trade promotions throughout the summer, including on-pack giveaways such as cocktail books and muddlers.
"The premium vodka market is becoming ever more cluttered and competitive," commented marketing manager Claire Westlake. "For Finlandia to continue its track record of growth in the UK we need to communicate our distinctive brand positioning of natural purity in innovative and impactful ways."
