Hartwall, the growing leader in the beverage industry, has released the latest television advert in Japan for its namesake Original Long Drink RTD, featuring brand ambassador and Scuderia Ferrari Finnish driver Kimi Raikkonen.
‘Leave Me Alone’, which launches this week, plays on a phrase used by Kimi Raikkonen during a race five years ago. The spot comes as Hartwall Original Long Drink, a mix of gin, grapefruit and water, targets Japan, where the variant has recently been rolled out. Earlier this month, Hartwall released an ‘Ice Man’ edition of the RTD in the country, playing on Kimi’s nickname.
Hartwall Original Long Drink was created in 1952 for the Olympic Games in Helsinki. The flagship 5.5% abv version is backed by a higher-abv expression as well as a lighter variant.
The Hartwall unit used to be owned by Heineken, which sold it to Denmark’s Royal Unibrew for EUR470m (then-US$613m) in 2013. It also owns the Lapin Kulta beer brand.
The concept is firmly rooted in Finnish lifestyle and originality: “There is something original in the Finnish mindset. People are unpretentiously themselves and let others be the same way. Kimi Raikkonen is an excellent example of this. And the great thing is that it was Kimi who first suggested this partnership. Kimi really puts his heart into exporting Original Long Drink.” – Brand Manager Eeva Ignatius says.
“I only take part in a project if I have full faith in it and can stand behind the product. Hartwall Original Long Drink should become Finland’s national drink, there is nothing if its kind elsewhere. We can be proud of it! It’s great to help Original Long Drink on its quest to conquer the world.” – Kimi said.