Reissumies is a great example of our cooperation. In 2021, its brand strategy was re-created with Ivalo at the helm. As the product itself is a generic rye bread, the Reissumies brand character was identified as its competitive edge. Its purpose was to defend the weak and to empower all independent spirits. The marketing goal was to initiate meaningful discussion and to utilize earned media.
The first outreach with the new position came in autumn 2021 when the iconic Reissumies character made way to more inclusive personalities: a trans man, an immigrant and a recovering addict.
This resulted in 9% growth in sales, 750,000 euros worth of earned media and an over 20,000-euro donation to youth and inclusivity work. The campaign continues in 2022, building on the theme of meaningfulness for independent spirits.