The Finnish market leader in beer, Karhu, stands for all things real and authentic – and is positioned as the sauna beer. To do this with advertising is not real and authentic. Therefore Karhu keeps it’s eye open towards culture and true actions that are PRable.

The iconic landmark neon sign of the Kotiharju Sauna, the last wood-fired public sauna in Helsinki, was being decommissioned. The sign had stood for over half of a century, but due to budgetary reasons, was being replaced with a LED-based sign. Karhu offered to repair the original sign and created a PR story around the feat – an impact towards culture not doable through advertising, but in the very core of PR. The event was covered several times by Helsingin Sanomat, the biggest daily newspaper in the Nordic countries, praising Karhu's role in preserving a part of the original, vanishing cultural cityscape.