Finlandia unveils first campaign under Coca-Cola HBC
‘It’s Soooooo Fine’ is the first new campaign from Finlandia since the Finnish vodka brand was acquired by Coca-Cola Hellenic Bottling Company (HBC) in 2023.
Coca-Cola HBC acquired Finlandia from Brown-Forman for US$220 million in June 2023.
‘It’s Soooooo Fine’ is designed to resonate with the values of the next generation of young adult drinkers. According to The Future Laboratory, the younger generation are increasingly seeking their own time and space to enjoy pleasure without the pressures of a hectic lifestyle, responding to the ‘cult of busyness.’
General manager Yannis Athanasiadis said: “We are thrilled to launch this campaign, which marks a significant milestone for Finlandia Vodka.
“Finlandia is a leading global vodka brand, and this campaign reflects our commitment to driving its leadership in the premium spirits market by giving it a modern, vibrant voice that aligns with the growing demand for thoughtful, purpose-driven, and premium drinking experiences.”
The tagline ‘It’s Soooooo Fine’ conveys dual meanings, expressing how Finlandia can ‘enhance those relaxed moments of enjoyment but also reflect the character of the drink’.
The campaign was created in collaboration with DDB Paris. It will roll out across multiple channels from today (28 April) in 22 initial markets, expanding to more countries worldwide later this year.
New direction
Finlandia was established in 1970 and is made with Finnish glacial water and Finnish barley ripened by summer sun for 72 days.
Last year, Coca-Cola HBC’s investment allowed Finlandia to expand into 19 new markets.
Coca-Cola HBC’s total premium spirits portfolio achieved organic volume growth of 31.8% in 2024, primarily driven by the expansion of Finlandia.
Olena Klymenchuk, the brand’s global marketing director, 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.”
Klymenchuk continued: “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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