Advertising Campaign for FAXE Non-Alcoholic Beer
FAXE gives its Viking classical music, fine manners and an aluminium flower.
The Clients created an advertising campaign for FAXE non-alcoholic beer, licensed by Moscow Brewing Company, to help the brand reach millennials while retaining its established masculine character. The idea recast Vikings as self-ironic connoisseurs through the character Hmeldrik Piffson and the line “Viking of beer.” Execution included four filmed commercials, a manifesto, and a key visual showing Hmeldrik smelling an aluminium flower crushed from a FAXE can.
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.
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