Bringing the North closer How we at Mosbrew Launched a Finnish brand with a "Follow the North Star" Spirit in Russia
The fragmented beer landscape of Russia is no stranger to bold flavors. But in 2015, we at Mosbrew set out on a journey to bring something different: a refreshing taste of Finland.
Our adventure began with a licensing agreement with Hartwall (a part of Royal Unibrew), a Finnish brewery. We secured the rights to become their contract brewer, bringing their unique lager to the Russian market. However, a simple adaptation wouldn't do. The original Finnish positioning, centered around a popular Helsinki FLOW festival, wouldn't resonate with Russian consumers.
Embracing the brand's Finnish heritage, we devised a new strategy. We leveraged the evocative power of snow - a theme synonymous with Finland. This visual cue perfectly captured the beer's crisp, clean taste, promising a unique refreshment during the heat. But a captivating image wasn't enough. To truly connect with Russian consumers, we needed an experience.
Enter the Ladoga Trophy - a week-long challenge that pushes off-road enthusiasts and their 4x4 SUVs to the limit on their journey to the majestic Lake Ladoga. This exhausting yet spectacular event, supported by bloggers, local TV, and online communities, presented the perfect platform for our "adventurer" campaign.
We became a proud sponsor of the Ladoga Trophy, aligning our brand with the spirit of exploration and adventure. But it didn't stop there. We collaborated with one of the participating crews, fully branding their SUV with our logo and equipping them with co-branded merchandise. This real-world integration placed our brand at the heart of the action, capturing the imagination of viewers across Russia.
By embracing the "Follow the North Star" spirit of adventure and tailoring it to local tastes, we carved a niche for the Finnish lager in the Russian market. So, next time you reach for a beer in Russia, remember - you might just be following the North Star yourself, with a taste of Finland in your hand.
Lapin Kulta SMM Case
