| Title | THE IN-BETWEEN WATER |
| Brand | ALKO |
| Product/Service | VÄLIVESI – THE IN-BETWEEN WATER |
| Category |
D01. Strategic Transformation |
|
Entrant
|
ALKO Helsinki, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
|
Media Placement
|
DAGMAR Helsinki, FINLAND
|
|
PR
|
TBWA\HELSINKI, FINLAND
|
|
PR 2
|
DAGMAR Helsinki, FINLAND
|
|
Production
|
TBWA\HELSINKI, FINLAND
|
Credits
| Jyrki Poutanen |
TBWA\HELSINKI |
Chief Creative Officer |
| Juha-Matti Raunio |
TBWA\Helsinki |
Executive Account Director |
| Ella Komulainen |
TBWA\Helsinki |
Account Director |
| Ville Ohtonen |
TBWA\HELSINKI |
Creative Director |
| Otto Kilpiö |
TBWA\Helsinki |
Creative |
| Lasse Kangasmaa |
TBWA\Helsinki |
Senior Creative |
| Atso Wilen |
TBWA\Helsinki |
Designer |
| Calle Mosander |
TBWA\Helsinki |
Senior Creative |
| Pauliina Perkiö |
TBWA\Helsinki |
Creative Content Strategist |
| Rosa Kojonkoski |
TBWA\Helsinki |
Project Coordinator |
| Suvi Höytö |
TBWA\Helsinki |
Designer Trainee |
| Anna Lahikainen |
TBWA\Helsinki |
Designer Trainee |
| Lasse Perälampi |
TBWA\Helsinki |
Junior Copywriter |
| Lara Ala-Olla |
TBWA\Helsinki |
Designer |
| Laura Karppanen |
TBWA\Helsinki |
Production Coordinator Trainee |
| Anton Raappana |
TBWA\Helsinki |
Editor Trainee |
| Fanny Haga |
TBWA\Helsinki |
Photographer |
| Tuukka Tikkanen |
TBWA\Helsinki |
Production Manager |
| Mikko Kuoppasalmi |
TBWA\Helsinki |
Editor, Photographer |
| Lisa Myllymäki |
TBWA\Helsinki |
Editor |
| Iiro Hokkanen |
TBWA\Helsinki |
Director |
| Sini Teppola |
TBWA\Helsinki |
Creative |
| Eemeli Tani |
TBWA\Helsinki |
Performance & Analytics Manager |
| Nelli Pätäri |
TBWA\Helsinki |
Insight Trainee |
| Timo Silvennoinen |
Merikallio&Son |
Creative Director |
| Marja Aho |
Alko |
Sustainability Manager |
| Maritta Iso-Aho |
Alko |
EVP, Communication |
| Sari Karjalainen |
Alko |
Marketing Manager |
| Iiris Mikkonen |
Alko |
Communications Specialist |
| Päivi Sippo |
Alko |
Marketing Specialist |
| Kasper Kukkonen |
Alko |
Category Manager |
| Virpi Valtonen |
Alko |
CSR Specialist |
| Saara Kaihlanen |
Alko |
Communications Specialist |
| Jenni Törmä |
Alko |
Marketing Designer |
| Minna Alitalo |
Alko |
EVP, Purchases |
| Mikko Vormala |
Pinata |
Director, Lead Animator |
| Henri Tani |
Pinata |
Director, Lead Animator |
| Jani Toikka |
Pinata |
3D Artist |
| Sakari Hakkarainen |
Pinata |
3D Artist |
| Veikko Somerma |
Pinata |
Retouching |
| Harri Hännikäinen |
Pinata |
Producer |
| Tuomas Seppänen |
Humina |
Sound Design |
| Elina Fronzek |
Dagmar |
Client Director |
| Ina Viljanen |
Dagmar |
Client Manager |
| Hanna-Stiina Lindström |
Dagmar |
Digital Planner |
| Ulla-Maija Mäkinen |
Dagmar |
Media Planner |
Summary
Alcohol use has always been prohibited, demonized and criticized – in propaganda, movies and marketing communication. Today, as individualism is peaking and people are more media literate, there’s no room for such tone.
Alko, a Finnish authority who prevents alcohol abuse in Finland, needed a new strategic approach that’s relevant in today’s world. One that inspires for change in behaviour by encouraging and highlights opportunities in drinking less alcohol – not the dangers of drinking.
This year, to implement its new approach and to remind Finns to drink moderately, Alko launched its own water brand called Välivesi (“The In-Between Water”) – and it was sold only in liquor stores.
The In-Between Water is a literal translation from a common Finnish word “välivesi” – “väli” meaning in-between, and “vesi” meaning water. The word is generally used to remind someone to have a glass of water between alcoholic beverages. Basically, that’s Alko’s key message coded inside a funny little word.
As there’s no better place to get people to think about their drinking habits than the point of sale in a liquor store, the In-Between Waters were sold exclusively in liquor stores. To highlight Alko’s key message even more, the products were shelved in between of alcoholic beverages.
From the beginning, it was important that the In-Between Water was a real product – a tangible thing that would tap into the Finnish drinking culture.
Alko launching a water brand with a witty name was taken in utter disbelief. At first, media outlets thought it was a joke.
The In-Between Water became a social phenomenon: Finns made taste tests, bottle cap challenges – even a song – and started reminding each other to drink water between alcoholic beverages.
The In-Between Water was the third most discussed product of 2019 in Finland (only behind Beyond Meat’s arrival to Finland and Samsung’s new smartphone release).
The In-Between Water got 51 media hits in Finland and was covered in all ten of the largest national newspapers, TV and radio channels. The launch reached 29,395,076 people with earned media – that’s over 5 times Finland’s population. Earned media value was €271,905.
The In-Between Water rose the sales of the whole non-alcoholic beverage category in liquor stores by 587%.
The first batch sold out quickly. Demand was so high, liquor stores had to order more to keep up with it. Alko has decided to continue producing the product in 2020, too.
The In-Between Water was seen as a clever and light way to promote an important issue. Finns never felt like their drinking habits were criticized – but instead thought Alko added something positive to their lives, a healthy reminder.
All in all, we created a strategic approach – and its first fruit, the In-Between Water – that changed the way Alko does alcohol abuse awareness completely.