Finlandia’s positioning is “natural purity.” It’s made from pure glacial spring water from Finland with as little human intervention as possible; the result is a clean, crisp taste. Finlandia is a high-quality, premium vodka that’s real, approachable and substantive.
Rather than target the extremely style-conscious “pub and club” crowd, which drinks a lot of vodka but is the target for every premium brand, we focused on a slightly older, more confident audience driven more by quality, authenticity and substance than by the latest trend.
Mapes and Ross copy testing scores showed a significant shift in brand preference after viewing the campaign and above-normal scores in importance of main idea, likeability and key brand ratings. It took Finlandia 35 years to reach 2 million case sales. It took Northlich only three years to grow it to 3 million cases, making Finlandia the second-largest brand at Brown-Forman.