finlandia | naked vodka

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Finlandia was the first truly global premium vodka, until other brands began to dominate the spirits category. The brand needed a smarter approach to its positioning and to refine its target audience. We positioned Finlandia to represent a moment and place of purity in an impure world — a high quality, premium vodka that’s real, approachable and substantive — much like the people who enjoy it. Rather than target the extremely trend-conscious “pub and club-crowd” the target for every premium brand — we focused on a slightly older, more confident audience driven more by quality, authenticity and substance. The Naked campaign elevates “physical natural purity” to an emotional level and connects what’s important about Finlandia to what’s important about us.

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