Advertising Campaign for FAXE Non-Alcoholic Beer
FAXE gives its Viking classical music, fine manners and an aluminium flower.
For FAXE non-alcoholic beer, licensed by Moscow Brewing Company, The Clients needed to reach millennials after focus groups found the previous “You can” messaging alienating to younger audiences. The campaign recast the brand’s Viking brutality with self-irony through Hmeldrik Piffson, a refined Viking who enjoys classical music, formal table settings, and good manners. The execution included the “Viking of beer” slogan, a key visual, and four films featuring props and scenes such as an aluminium flower made from a crushed can, a live goose under a serving cloche, and an axe used to clear beer foam.
Insights
- FAXE wanted to appeal to millennials while retaining its masculine character. The Clients answered with a self-ironic Viking who treats himself as a refined connoisseur.
- Hmeldrik Piffson appears across four commercials and a key visual, smelling a flower made from a crushed beer can.
- The manifesto combines formal table settings, a live goose, an axe and Grieg’s Morning. These contradictory props build the character’s version of refinement.
1 / 6Swipe
Keep exploring
Related cases
