KOFF Carlsberg
The Challenge
Establish a historic Finnish brand as a true challenger in new categories; Building relevance and preserving its long rich heritage.
The Ugly Truth
KOFF existed in a proliferated sector, dominated by function; Where brands behave as products, lacking, distinctiveness and an emotional pull.
Solution
Finland is a nation of extremes. This insight revealed a powerful opportunity for KOFF to spark joyful rivalry. Bringing new relevance and meaning, iconic assets to drive recognition and an aligned portfolio to future proof growth.
The Living Proof
Delivered at Pace. Designed to scale. From brief to shelf in under 12 month.
No.2
at a leading retailer within 3 weeks of launch for Hard Seltzers, as a new offering for KOFF.
A proud brand losing relevance
KOFF is one of Finland’s most historic brands, home to the oldest brewery in the Nordics and long synonymous with beer. However, beer as a category was in decline and adjacent formats were growing. As part of Carlsberg’s portfolio, KOFF had an opportunity to build relevance with a new generation.
A defining tension was discovered that Finland is a nation of extremes. Finns take pride in Sisu, resilience and quiet strength. And while Finns love competition, they reject conflict.
Rivalry isn’t about defeating others. It’s about pushing each other further. In a crowded category dominated by functional messaging and flavour descriptors, this insight revealed a powerful opportunity for KOFF to spark joyful rivalry.
A rival is not an enemy. A rival is someone recognising your strengths, who inspires and pushes you to think differently. Everyone needs a rival. KOFF’s famous two horses have been visible in Helsinki since 1819. Their current horses (Gunnar and Frederik) were used to define their two unique personalities expressed in the logo and establish them as true rivals.
