Loyaltic has matched Nescafé with Minttu Räikkönen, wife to the famous F1 driver Kimi Räikkönen, resulting in a long-term influencer collaboration. Nescafé is excited about the opportunity to develop the instant coffee category in Finland with the help of Minttu and her followers.
Recent articles in major business and marketing publications in Finland have covered the topic extensively during the past week.
The mastermind behind this cooperation is our Concept Manager Oscar Visa, who came up with this idea when he found out that Minttu Räikkönen drinks instant coffee at home and that she loves the Nescafé brand. We asked Oscar to answer a few questions about this special project.
How did you come up with this idea Oscar?
I was visiting the Räikkönen family a year ago and as usual, they serve coffee for their guests. Minttu brought out the Nescafé kulta jar and we drank instant coffee. Might sound like nothing, but Loyaltic has been working with Nescafé for a few years now and I know how much effort they put on instant coffee at the moment. It was pretty straightforward from there. We started talking with Minttu about a collaboration with Nescafé and everything went really smooth from there. A simple “match made in heaven”, when it comes to a global brand and a well known Finnish personality, who happens to love the product.
How do you think the partnership will help Nescafé and what kind of value can they expect to get from it?
Minttu Räikkönen as a brand is really elegant, loves high quality and luxury. Nescafé Kulta can be seen really similar to Minttu as a brand. They both share the same values and want to change the Finnish coffee habits. When you find someone as devoted to the brand as Minttu is to Nescafé, the brand ambassadorship is natural and she can speak about it really naturally and about her own experiences with the brand.
Do you have any tips on what brands should think about when they want to start a partnership with a famous person?
As in this particular case, the most important thing is that Minttu is a fan of the product. As long as the ambassador is really into the product the collaboration will be natural and all parties will benefit from it. The ambassador will feel confident about the product and won’t have any problems promoting it in public.
We look forward to seeing how this partnership will develop over time!