Creative advertising for mild alcoholic beverages : navigating through the Finnish market legislation

Abstract

This thesis explores the intersection of creativity and regulation in the Finnish alcohol advertising landscape, with a particular focus on mild alcoholic beverages. The work critically examines how strict national legislation and cultural values influence creative freedom in marketing, and assesses the role of emotional branding, digital media, and social norms in shaping effective advertising strategies. Through a comparative analysis of international best practices and Finnish market conditions, the thesis identifies pathways for domestic brands to innovate within legal constraints. The findings highlight the potential of purpose-driven campaigns and value-based storytelling as strategic tools for enhancing brand engagement without breaching advertising regulations.