CHICAGO Northlich touts Finlandia's heritage and purity in its first work for the Brown-Forman vodka brand.
Print advertising by the independent Cincinnati agency, which won the business last October, shows a glacier scene viewed through the clear Finlandia bottle under the theme, "Naked Vodka." Body copy asserts: "When you have nothing to hide behind, you tend not to hide anything."
"Our challenge was claiming a unique place in a very saturated and competitive category," said Patty Bloomfield, an account director at the agency, in a statement. "This personality and message, reflected in the new creative, allows Finlandia to capitalize on the return-to-self consumer attitude."
The print effort will begin appearing this month in magazines such as The New Yorker, American Photo, Gourmet and Real Simple.
Spending was not disclosed. Finlandia spent nearly $2 million on advertising through September 2005, according to Nielsen Monitor-Plus.