Karhu is the most loved, sold and tattooed beer brand in Finland.
It’s known for its independent, masculine and perceptive point of view. It’s authentic and iconic thing in Finland.
One of the key reasons for its success is the simple and self-confident tone of voice of its advertising. Karhu doesn’t explain, it tells things. If you like it, you like it. If you don’t, you don’t have to buy it.
A brilliant example of the attitude of Karhu is its social media presence on Facebook. For Karhu Facebook is a vital media because of the really tight alcohol legislation of Finland. For example, you can’t advertise alcohol in outdoor and in TV and radio only after 10 pm.
By using the Facebook determined we’ve achieved to create a little bit of a phenomenon. In 2016 we reached 1,2 million unique Finns that is 25 % of the adults in Finland. The key to do that is to produce highly shearable content and not just advertising.
For me, this a great example of advertising these days – create content, not ads.
Awards:
Grand One – Best Finnish digital advertising
Selected examples:
Jussi Pekkala 
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