Hartwall Original Long Drink: The Greyest Day of The Year

Finnish alcoholic drink brand Hartwall Original Long Drink created an integrated campaign to boost sales outside summer, while taking care not to flout Finland’s strict alcohol advertising rules.

Campaign details

Brand: Hartwall Original Long DrinkAgency: Miltton, Bob the Robot, Dagmar, Lataamo

Starting point

Hartwall Original Long Drink is a refreshing mix of Finnish premium gin and grapefruit soda. It was invented for the 1952 Helsinki Olympic Games to help local bartenders serve the thirsty visitors with ease. Many consider it the national drink of Finland. The drink is grey in colour and Finns call it simply "grey" If you tell your bartender "I'll have a grey" everyone in Finland will know exactly what you mean.

Objectives

Alcohol advertising is strictly regulated in Finland. In 2015,...

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