Olvi

Background

The Olvi specialty beer product family will introduce several new products during 2025. Some are inspired by Iisalmi, the home town of specialty beers, while others will bring taste experiences from distant lands to beer shelves. Olvi wanted to engage a hard-to-reach target audience of men over 25 in these new products. Together with media agency Virta Helsinki, our goal was to create a distinctive approach and concept for a year-long campaign.

Strategy 

The most effective way to get the new products on the lips of beer lovers is through an engaging influencer. Olvi specialty beers needed a perfect brand match. Who better to guide beer taste journeys than Madventures star and travel influencer Riku Rantala? Rantala's content and style particularly appeal to the male target audience for specialty beers, and best of all, he is a known beer enthusiast.

Creative Idea

Finland's most experienced and well-known world traveler knows what kind of beer tastes best, whether on a domestic holiday in Iisalmi, on scorching hot Bondi Beach, or after a long drive on Route 66. During the spring, summer, and autumn campaign launches Beer Travel Guide Riku Rantala takes the audience on taste journeys, beer in hand. Whether the destination is domestic or distant, the content draws from the atmosphere of the location. 

Execution

To maximize the ripple effect of Rantala's personal brand, he is utilized in traditional collaborative content as well as the face of the entire campaign. Experiential elements include travel-themed PR packages sent in Riku's name, and an influencer visit to Olvi's main brewery in Iisalmi.

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