Finlandia vodka addresses the next generation with its new campaign

Inspired by The Future Laboratory’s trend findings that the younger generation is increasingly craving their own time and space to indulge in pleasures without constraint as an antidote to the “cult of busyness”, the campaign’s tagline “It’s Soooooooooo Fine” was developed to have a dual meaning. It celebrates both how Finlandia helps us experience these effortless pleasures and the unique character of the drink, as Finlandia is a vodka made silky and easy-drinking by the Finnish “Midnight Sun”.

Developed in collaboration with advertising agency DDB Paris, the campaign depicts a world full of warmth, colour and character, with pleasure at its heart.

Finlandia and DDB Paris have invited Emmy Award-winning director and Gucci’s Outstanding Creative Collaborator Max Siedentopf to bring his creative magic to life, spiced with a unique sense of humor.

In the creative, a series of strange and surprising characters enjoy the versatility of vodka (not in the usual way in a club or bar). Finlandia invites them into a world where there are no bad or unpleasant habits, pleasures, and only company can stand in the way of experiences. The brand encourages the audience to carve out moments of joy in their own unique way.

Finlandia’s 360-degree marketing campaign has been in full swing in Hungary since April 28th across TV, OOH, digital, social media, and on/off trade channels. The new campaign was unveiled on May 21st in front of selected representatives of the press and influencer community at the brand event organized at Oh My Green Villa in Buda. The global marketing campaign will be launched in 22 countries across multiple channels, with additional markets to follow later in the year.

Produced exclusively in Finland, Finlandia is one of the top ten Standard+ vodka brands globally. This category is a market segment within the world of vodkas that falls between the entry-level and premium categories. In Hungary, the brand is present in the premium vodka market, worth a total of HUF 5.87 billion, where it holds a leading position.