Roos van Rij
Mees van den Eckhard
Creating the Simple, Social & Sophisticated Soda brand.
Containr Affairs was charged with the mission of introducing the brand to consumers and in 17,000 Dutch establishments in the hospitality industry. In direct competition with well-established multinationals, we chose to move Finley past the traditional intrinsic heritage and ‘naturalness’ claims in another direction. Focusing on an emotional rather than a product-driven approach driven by consumer insight allowing for seasonality, new drinking occasions and plenty of personality.
Flow of Fashion
We decided to draw inspiration from the fashion industry – a true master of storytelling – to influence our approach. We saw a big opportunity to match Finley with the ‘flow of fashion’ by creating seasonal themes that correspond to the Spring/Summer and Autumn/Winter seasons – emphasizing both sunny outdoor lifestyles and cosy winters indoors. Thus enabling us to highlight specific social and drinking occasions.
Simple. Social. Sophisticated
We matched this aspirational and sophisticated imagery with irresistible editorials that tell real and relatable stories, done the Fïnley way: Simple, Social and Sophisticated. Each of them unravelled across a multitude of media channels. Building brand credentials whilst acting as an engine to new product launches. Season after Season.
The relaunch is proven to be very successful. The whole range experienced growth with 9.5% and is sold in 20.000 outlets throughout the Netherlands in its first year. Furthermore Finley has grown 92.6% in volume versus 2017 and the brand awareness has increased with more than 8.7% to 36.7%