Jaloviina: From a Viral Phenomenon into a New Product

Jaloviina is an iconic alcohol brand for Finnish people.

So iconic, in fact, that the most committed fans have started a viral phenomenon of taking photos with the bottle from different locations around the world. To show their appreciation to the local fans, the marketing communications agency Superson decided to take one barrel of Jaloviina around the world.

Above: Introducing Tapio Lehtinen, a sailor who was about to embark on the toughest sailing trip known to man - the Golden Globe Race. A non-stop one-man-race around the world using only equipment from the sixties. Except he was not alone. Tapio and the barrel sailed around the world for 322 days in the toughest conditions known to man. Inspired by the adventure, Jaloviina brought a new product to the market: Jaloviina Traveller.

Media couldn’t get enough of the activation, resulting in €1,244,433 worth of earned media.

The product sold out during the second half of 2019.