Taxi Embraces Sweden in Gevalia Campaign

Brand's first retail push introduces 'Johan'

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Gevalia coffee is getting in touch with its inner Swede.

Taxi this week launched a major ad campaign for the Swedish brand that centers around "Johan," a suave, well-dressed character with Brad Pitt-like hair. He's the European alternative to "Joe"—as in an American cup of Joe—and personifies a coffee that's worth taking the time to savor and sip from a china cup.

The push began with an online video in which Johan talks lovingly about the Swedish lifestyle of swimming in arctic waters, special massages and "taking time out to enjoy ourselves with fika."

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