The coffee category is important culturally to Finns as we consume the most coffee per capita in the world. As such, the conventions in the category are deep-seated and conservative. A typical coffee advertisement in Finland features a dark background and brands bragging about their craftsmanship. Being different was not only a challenge, but also a business opportunity.

With the young, urban target audience we needed to create advertising that resonated with their core values. It needed to be tasteful, intelligent and something that helped them to bolster their own identity and status.

A key insight was the fact that this target audience had traveled the world and already had an emotional connection to many of the cities. The task was to evoke this connection and attach it to the Paulig brand in an intelligent, modern manner.

“Have a pleasant journey” was the tagline for the campaign.