Karhu is the market leader and most preferred beer brand in Finland. But consumer studies showed a decreasing preference for the brand. Our challenge was to make Karhu more extroverted, social, and fun — and more appealing to young adults of both sexes.

Our insight was that the essence of Karhu is the strong tasty beer. We wanted to make people thirsty just by glancing at the advertising.

The campaign included TV, online TV, the campaign website, outdoor, and web and Facebook advertising.

As a result of the campaign, the most important measures of brand strength increased, such as brand awareness, brand preference, and usage of the brand.