Finlandia’s 72-Hour Midnight Sun Experience

The Case
Finlandia Vodka, recently added to Coca-Cola HBC’s 24/7 portfolio, organized an exclusive 72-Hour Midnight Sun Experience during the Athens Bar Show 2024. The event brought together 120 top-performing guests from 15 Coca-Cola HBC markets across Europe for an immersive journey into Finlandia’s heritage, featuring masterclasses, workshops, guest shifts and a vibrant nightlife experience in Athens, culminating in a grand Finlandia Experience Party
Solution / Strategy
The strategy focused on creating an unforgettable experience that mirrored Finlandia’s brand essence, combining cultural exploration, brand education, and nightlife entertainment. The event aligned with the Athens Bar Show, tapping into the energy and creativity of bartenders and KOLs.
Approach: V+O managed the event organization, ensuring a seamless experience for guests, through a 360° Communication Strategy. The approach integrated brand storytelling through masterclasses, exclusive dinners, curated bar hops, and a grand finale party, while leveraging both offline (hop-on hop-off bus ads) and digital channels (SoMe campaign) to engage audiences.
Innovative Tactics: Finlandia’s Midnight Sun theme immersed guests in the brand’s heritage, with the 72 hours in Athens symbolizing the 72 days and nights under the Midnight Sun. The event featured exclusive masterclasses by Pekka Pellinen and Kevin Armstrong, personalized experiences including city tours and bar hops, and culminated in an unforgettable party.
Creativity: The event creatively combined Finlandia’s heritage with the dynamic energy of Athens, crafting a 72-hour experience that embodied the essence of the brand. From the Midnight Sun narrative to the expertly crafted cocktail events, every detail amplified Finlandia's commitment to quality and innovation, while keeping the experience immersive and engaging
Outcome
- Showcased Finlandia’s brand DNA of quality, innovation, and authenticity.
- Strengthened relationships with key HoReCa customers and bartenders across Europe.
- Highlighted Finlandia’s deep connection to Finland’s Midnight Sun concept, inspired by the brand's newest campaign, which draws from one of nature’s greatest wonders.
- Engaged a highly selective audience in an immersive, experiential setting.
- Expanded Finlandia's brand visibility through digital media coverage and activations.