Campaign details
Brand: RFSUAgency: Miltton
Called the best ad of the year by Finland's number one daily newspaper. F*ck like a Finn gained a million views before the first cents of the promotional budget kicked in.
Sultan is Finland's only domestic condom brand. It has a long history, but low preference among young users. Its 50th anniversary happened to coincide with Finland's 100th.
Objectives
- Stretched from brand to product: Position Sultan as THE Finnish condom brand
- Attract new users (despite very high brand loyalty within the product category)
- Increase sales
Insight
Choosing the right national statistics and...