Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
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