I cannot imagine diving in the waters of Finland. Not in the summer, much less in early fall. Not even if I was wearing a well insulated wetsuit. Much less “deep diving,” going about 123 feet down, no scuba pack or anything.
But that’s the theme in the first of a new four-episode series of short films, to be distributed online, from Finlandia (Brown-Forman).
The multi-episode series, which debuted yesterday, features a roster of world-class adventurers and seeks to raise awareness for the importance of preserving the world’s pure water sources – a cause central to the brand’s core.
It will travel from Finland to America and chronicle pure water advocates who not only share Finlandia’s passion for water conservation, but also have an unexpected and compelling relationship with the planet’s rivers, waves, and mountains.
How does this relate to selling Finlandia to consumers?
First, Finlandia’s product story is focused on it being made from glacial water that is the purest in the world. So, Chris Doyle, brand manager, told us, First, the whole idea of the importance of pure water ties directly to its market positioning.
Second, Finlandia is really passionate about helping local communities tap into water. “We donate 1% of total U.S. sales to 12 U.S. nonprofits that are part of the 1% for the Planet,” Doyle says. Among them: Coastal Conservation Association (Florida), Protect Our Winters (Colorado), Oyster Recovery Partnership (Maryland) and Lynnhaven River Now (Virginia).
“What this video allows us to do is build on that, get consumers more involved,” Doyle explained. “We’re going after millennial male 25- 35 year olds who are passionate about the outdoors,” so the video speaks directly to them.
In Florida, Virginia and Colorado, “we’ll show a shortened version of the video” in package stores and other venues. “The shorts, which will be available online, go deeper into the personality of our adventurers, who have cool philosophies about their life and water.”
Thirty years ago, Doyle would have bought an ad in an outdoors magazine, which might have a story about deep diving. Today, “we have online media partners, including Huck (Huck Magazine online), and Vice which attracts a huge amount of millennial.”
Interestingly, the engagement rate on similar activity in the past is about four times the industry average.
More than 3,000 companies are involved in 1% for the Planet… New Belgian Brewing, Patagonia and others. “We’re the big spirits brand,” Doyle says, adding that a few smaller spirits brands also participate in 1% for the planet.
In addition to the shorts themselves, Finlandia will also release a variety of behind-the-scenes assets, trailers, and “making of” vignettes via its social media channels and content partners. The episodes will run approximately 4 minutes in length. You can see the first short here.