Campaigns

Background

O.P. Anderson is one of Sweden’s most culturally traditional brands, and has been part of our holiday celebrations for over 130 years. But since the tradition of drinking aquavit as a schnapps is slowly but steadily declining, O.P. Anderson needs to find new contexts for their products. The growing interest and appreciation for craft cocktails is one such context, and is the perfect match for a spiced and barrel-aged spirit such as Aquavit.

Solution

So, how do we communicate about O.P. Anderson as a cocktail ingredient for a new audience, without alienating the loyal customer base that thinks Aquavit is perfect just as it is? Well, by taking the perspective of the master distiller: “People have lost their minds, mixing our well-crafted Aquavit with soda, juices and tonic!?”. This way we could tell the story of O.P. Anderson as a great cocktail spirit, while at the same time reaffirming the mindset of loyal traditional customers. The campaign was named: “127 years of hard work. In a cocktail?”