Finlandia Vodka

THE FINLANDIA VODKA CLEAN WATER CHALLENGE

OBJECTIVE

To create a program that builds brand identity and generate national awareness of Finlandia within the upscale consumer market.

EXECUTION

To focus on the brands associated with the environment in a new and exciting way with a never before attempted 1,000 mile kayak race from Chicago to New York. The media campaign was targeted at the lifestyle, sports, business media and the liquor trade industry.

KEY EXAMPLES

Sports Illustrated, Time, Newsweek, The New York Times, Chicago Tribune, Detroit Free Press, CNN, ESPN (which created a special on the event), and the ABC Wide World of Sports.

RESULTS

This five-year campaign generated over 450 million media impressions each year, raised money for the conservation and preservation of our waterways and resulted in a sales increase of 34% for the Finlandia brand.