Premium drinks brand Finlandia Vodka has unveiled a major new campaign, as it seeks to connect with a younger adult audience in Romania, by tapping into the cultural shift towards more mindful and values-driven alcohol consumption.
“It’s Soooooo Fine” is the first campaign for Finlandia under the new ownership of Coca-Cola HBC and is designed to further grow the brand’s market share by aligning with the values of the next generation of young adult drinkers, who are increasingly looking to carve out moments of joy and shared experiences.
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 was established in 1970 and is a leading global vodka brand, sitting confidently in the top 10 Standard+ global vodka brands. It is one of the best-selling vodka brands in Romania with an 18% market share by Value in the Imported Vodka category (IWSR 2023). Last year, Coca-Cola HBC’s investment enabled expansion of Finlandia into 19 new markets, where it did not have distribution rights prior to acquisition. Its investment in the Finlandia brand underscores the business’s commitment to solidifying Finlandia’s position as a leading brand in the premium spirits market. Overall, the premium spirits portfolio of Coca-Cola HBC delivered organic volume growth of 31.8% in 2024 and a large driver of this was the expansion of Finlandia Vodka.
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”.
Yannis Athanasiadis, General Manager Finlandia said: “We are thrilled to launch this campaign in Romania, 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 “It’s Soooooo Fine” campaign is being rolled out across multiple channels from the 28th April, in 22 markets initially, before landing in more countries across the globe later in the year.
