Cocktail Campaign Conveys the Icy Delights of Finnish Summer

TBWA/Helsinki oversaw the creation of the ad to give it an authentic take on the Nordic lifestyle

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Aiming to emulate the cold, crisp conditions of early winter in Lapland, Finland, the Boston Beer Company has introduced the Bevy Long Drink to the world, alongside a campaign emulating a Nordic pool party to promote it.

The drink is based on the traditional Finnish cocktail the “Long Drink,” which was originally created for guests of the 1952 Helsinki Summer Olympics. It’s typically made with grapefruit alongside other citrus fruits, soda, tonic water and gin.

As it is released across America, an icy-cold campaign from TBWA/Helsinki has also been created to convey how the Finnish enjoy sipping their cocktails in the summertime: by wearing Hawaiian-printed shirts and bikinis, floating on an inflatable pink flamingo in the water of a hole cut into the ice.



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