Finley is a refreshing, non-alcoholic, and low-calorie beverage. With ambitious goals in mind, a massive relaunch in the Dutch market was planned for 2019 focusing on the hospitality industry. Their key objective was to build brand awareness and eventually become the drink of choice for adults in bars and restaurants.
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 to influence our approach. We saw a big opportunity by creating seasonal themes that correspond to the Spring/Summer and Autumn/Winter seasons – emphasizing both sunny outdoor lifestyles and cozy 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 unraveled 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 was 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%.