The Finnish national drink and its ambassador, Kimi Räikkönen have been embraced by the Japanese. The extensive PR campaign was kicked off by “Live Original”, a film released in the beginning of November. Now the campaign is fortified with “Leave me alone” – a film in which one of Räikkönen’s most legendary punchlines makes a humorous comeback.
The iconic comment originates from the Abu Dhabi race in 2012. Instead of obeying team principal’s orders coming through the radio, Kimi laconically responded: ”Just leave me alone. I know what I am doing”.
Räikkönen’s famous comment crystallizes his attitude. “Thanks to this attitude, Kimi Räikkönen’s and Hartwall Original Long Drink’s co-operation is a perfect brand-match. They share the same eagerness and determination when it comes to choosing one’s own path”, says Product Manager Eeva Ignatius.
Hartwall Original Long Drink is Räikkönen’s favourite drink and he himself proposed the cooperation. ”I really enjoyed the film shootings and the punchline felt like my own”, Kimi Räikkönen says.
When Two Legends Become One
Hartwall Original Long Drink’s special Ice Man edition landed in Japan in November 2017. The fresh and unique Finnish drink is now sold in Japan’s biggest online store Rakuten. The Japanese prefer mixed drinks, and as a bottled long drink of gin and grapefruit, Hartwall Original Long Drink suits the local taste.
The first campaign film “Live Original” was released in November and it immediately went viral. “The Film became very popular in Finland and it gained viewers from 157 other countries”, Ignatius says.
The new film ”Leave me alone” is in a sense a sequel, yet the humour brought by Kimi’s legendary punchline puts it in its own category. ”Kimi’s words are so legendary and full of positive energy! We just had to utilize them”, Ignatius laughs.
Hartwall Original Long Drink
- Refreshing mix of Finnish artisan gin, grapefruit and world’s purest water
- Also called as the national drink of Finland
- Original taste has charmed Finns for 65 years
- Developed for the 1952 Helsinki Summer Olympics to help the local bartenders serve the thirsty visitors with ease
- The product was supposed to be available only during the Olympics, but Finns fell in love with it and wanted its production to continue even after the games
- Still produced according to the original recipe from 1952
- Alcohol content 5.5%, also available as stronger and lighter versions
- Most sold alcoholic beverage of the Finnish alcohol monopoly retailer Alko