Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in