Hartwall has released the latest television advert in Japan for its namesake Original Long Drink RTD, featuring brand ambassador and Ferrari F1 driver Kimi Räikkönen.
‘Leave Me Alone’, which launched late last year, plays on the immortal words used by Räikkönen during the Abu Dhabi Grand Prix five years ago – at the time the veteran Finn was driving for Lotus.
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, Hartwall released an ‘Ice Man’ edition of the RTD in the country, playing on Räikkönen’s nickname.
Eeva Ignatius, Brand Manager for Hartwall Original Long Drink said, “Finns are known as a people with an original mindset. People are unpretentiously themselves, and Kimi Räikkönen is a fine example of a Finn walking his own path.”
“In Finland, Original Long Drink is the best selling product in the Finnish alcohol monopoly retailer Alko, but globally it is an entirely unique product type created in Finland. Indeed, many call it Finland’s national drink.”
“The campaign publicly showcased, for the first time ever, Räikkönen’s personality away from the F1 circus, in an environment that is important for Räikkönen, the place where the Finnish soul feels at home, in the middle of peaceful Finnish nature.”
“Behind the visor of Kimi Räikkönen’s helmet, we find a man who appreciates the peace and quiet of Finnish nature, enjoys sauna and does not shy away from winter swimming.”
“Original Long Drink fits the equation naturally as Kimi Räikkönen is a big fan of Original Long Drink and it was Kimi himself who first suggested this collaboration,” added Ignatius.
The campaign will bring Original Long Drink’s Iceman edition to the Japanese market. The special edition cans feature Räikkönen’s Iceman emblem and signature.
“Original Long Drink is my favourite drink in Finland – you can’t find anything similar anywhere else in the world. I’m proud to introduce this favourite to people abroad, too,” commented Kimi Räikkönen.
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. It also owns the Lapin Kulta beer brand.