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Concept, campaign

Free as a Falcon

Driving brand growth in volume

Reviving an iconic beer brand isn’t just about restoring its former glory – it’s about making it relevant for a new generation. For Falcon, a staple in Swedish culture, the challenge was to reconnect with modern consumers without losing its heritage. To reignite the brand, we had to tap into something timeless – an emotion that resonates across generations and transcends trends.

Insight

Relaxation is your time to unplug, escape life’s demands, and savor whatever brings you happiness. And sometimes, the perfect way to elevate that moment of freedom is with an ice-cold beer in hand.

The Solution

With the concept Free as a Falcon, our goal was to craft a distinct advertising world by developing unique brand assets for Falcon. The foundation was to amplify the feeling of freedom, combined with embracing the sky and a soaring creature that lives up there – the Falcon.

To bring the concept to life, we launched a campaign, capturing the beautiful moments of freedom. The campaign film features music by rising star Orkid, who was tasked with recording a cover of the song Vingar. An iconic brand paired with an iconic song – both reimagined for a new era.

The Impact

The campaign delivered positive results in the first quarter, driving brand growth in volume. It also proved highly efficient, achieving strong visibility compared to media spend.

Sender recall was exceptionally strong at 79% when exposed to the ads, highlighting the effectiveness of brand cues and minimizing spillover to competitors.
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The ads for the campaign also ranked among the top 5% best-performing in Sweden after the launch (NEPA).

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Yrla Lockner

Head of Social Media

yrla.lockner@spoon.se +46 70 579 02 61

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