Aligning creative teams around a distilled brand mission.
Finlandia is the eponymous Finnish vodka that exists among an eclectic category of competitors, new entrants, and line extensions. In order to strengthen its differentiation in the global market, the brand needed to reposition itself in a way that would allow more latitude for its advertising creative and guide a more inspired brand-led product innovation strategy.
Catapult led a series of work sessions with global brand stakeholders. We developed a brand positioning strategy that clarified design principles and defined a more expansive brand-led portfolio strategy that could guide new product development.