Finnish Chocolate Brand Fazer Harnesses Its Packaging to Respect Peace

December 6th marked the 105th Independence Day of Finland. The date also marked the first Independence Day when the peace acquired over 100 years ago could not be taken for granted. Finnish chocolate brand Fazer’s ‘Dove of Peace’ ad emphasises the importance of peace with an execution that speaks for itself.

The Dove of Peace ad created by brand house SEK for Fazer takes a stand for the good in the prevalent world situation. The peace, which once was a no-brainer to all Finns, is no longer self-evident. As one of the most distinguished brands in Finland, Fazer wanted to use their platform to speak out.  

“This year has been like no other. We’ve had to think about the meaning of peace in a completely new way also in Finland. The 131-year-old Fazer has seen Finland become independent and the brand has been closely involved in Finland’s history with all its twists and turns. Thus it felt very natural to highlight the importance of peace during these times and we are glad how SEK’s execution came out”, Fazer’s vice president, communications, Liisa Eerola explains.

The ad reflects an image of a dove of peace folded from the Fazer blue chocolate wrapper. The iconic blue packaging in the form of a dove sparked discussion on the cover of Finland's biggest magazines, Helsingin Sanomat and Hufvudstadsbladet, while also turning heads on several outdoor surfaces in the streets of Helsinki.

Finns’ national treasure, Karl Fazer chocolate, symbolises freedom. This year Fazer has celebrated the 100-year anniversary of the beloved Finnish chocolate. 100 years ago the founder of Fazer chose the iconic blue colour to represent independent Finland. Throughout the decades, the Fazer Blue chocolate has stolen a place from Finns’ hearts, making it a part of the nation’s identity. Combining Fazer Blue Chocolate’s slogan “want good” (“tahdo hyvää”) and the folded dove in the ad, the message stands loud and clear.

“When we are celebrating our independence, we are actually celebrating the peace we achieved from it. 100 year old chocolate brand Fazer Blue is not just chocolate, it’s our national treasure we love and share with our loved ones”, SEK’s senior creative Adele Enersen states.