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News
Finlandia celebrates endless summer
Finlandia vodka has announced its biggest-ever marketing campaign as it seeks to build on the double-digit growth the brand experienced in the UK over the past year.
The Midnight Sun campaign kicked off this year’s activities and celebrated the fact that the sun never sets for 73 days straight in northern Finland from May 17 to July 28.
Finlandia hosted nearly 250 people from around the world from 22 to 24 June by the sea in southern Finland for a 36-hour Midnight Sun celebration.
During the event, guests had the opportunity to enjoy local delicacies, Finnish music and Finlandia Vodka cocktails, culminating in a traditional kokko (bonfire) being lit to celebrate the endless summer sun.
Michael Boaler, brand manager at Finlandia Vodka, said: “For Finns, the Midnight Sun is an important part of their culture and for Finlandia Vodka it plays a critical part in the production of our product as well.
“Without the infamous Midnight Sun, the natural ingredients that make our vodka what it is – Finnish six-row barley and pure glacial spring water – simply wouldn’t give the same great quality that they do.
“As the fastest-growing global vodka brand in the UK, it is crucial for us to maintain such high levels of quality and it is the unique climate and weather patterns of Finland that help us maintain these.
“As we embark on our biggest ever marketing campaign, publicans and bar owners should make sure they stock up now to take advantage of the increased consumer awareness that our biggest ever marketing campaign will create which will in turn help to maximise their sales and profit opportunities.”
The on-going campaign is supported by the brand’s biggest ever print advertising run, exclusive POS for both the on- and off-trade, off-trade display units and pallet wraps in cash & carries, as well as activity-linked promotional activity in-store.
A spokesperson said: “Finlandia Vodka will utilise these support platforms to leverage an exhilarating array of activity during the forthcoming year.”
Alan Lodge, 21.07.2010