Posti From Rivals To Lovers – Posti Kissing Its Way into Sweden
Finnish Posti launched its brand in Sweden as part of a broader renewal across six countries, aiming for a bold and attention-grabbing entry.
Small Change with Big Impact
Previously operating as Aditro Logistics, Posti faced the challenge of entering a competitive B2B market with no prior marketing presence. As neighboring countries, Finland and Sweden are often framed as rivals, whether in ice hockey or Eurovision. We decided it was time to move past division and embrace unity instead. The message was clear: together, we are stronger. This was distilled into a single word—Tillsammans (Together).
Kissing the Competition Goodbye
The launch centered around a music video that turned playful rivalry into a full-blown love fest. Hockey players, politicians, and sports fans who usually exchange banter were now trading kisses. Showing only community spirit wasn’t enough for us; it had to be romance. Finnish artist Käärijä, surging in popularity in Sweden, and Miriam Bryant, a top Swedish artist with Finnish roots, gave a fresh twist to the iconic I Got You Babe, turning it into a love song for the two countries.
Results
The music video became the centerpiece, sparking social media engagement, 10,000+ song tags, and coverage in over 20 media outlets—helping Posti establish its brand in Sweden. The campaign debuted at major Nordic logistics trade fairs, generating buzz. Posti’s social media sentiment skyrocketed, with the campaign receiving an outpouring of love from audiences.
