Sultan: F*ck like a Finn

Sultan, a condom brand, launched a campaign in Finland to increase brand awareness and preference among young consumers.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands