Website (URL): https://www.tornio.fi/kulttuuri-ja-vapaa-aika/tornionlaakson-museo/ajankohtaista
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Location: Tornionlaakson museum - Tornedalens museum
Address: Torikatu 4 Tornio
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The Tornedalens Museum organizes on Wednesday 13 May at 18.00 a lecture with FD Janne Ikäheimo (University of Oulu) with the title
“The freshness of mountain streams – Lapin Kulta and 1960s Finland”.
The lecture will be held in the museum premises in Finnish and is free of charge.
About the lecture
How did a brewery in Tornio create one of the country’s most famous brands – and why in the 1960s? The lecture sheds light on Lapin Kulta’s early success story, where marketing, coincidences and the major social changes of the time were interwoven. It shows how the more open markets of the EFTA period and the threat of imported beer turned into a strength, and how the strict alcohol policy of the state affected the breweries’ room for maneuver.
The lecture explains the apt choice of the name “Lapin Kulta” and how international “gold medals” helped to build a quality image in a highly regulated advertising context. It also explains why images of Lapland’s pure nature and slogans such as “the freshness of mountain streams” appealed particularly to people in southern Finland.
The presentation also provides a human and social background: the rootlessness created by internal migration, the growth of tourism in Lapland, and the image of the north as a kingdom of happiness in contrast to the concrete suburbs of the south. The audience is told the story of how a brand can succeed by interpreting the social tensions of its time – rather than just through recipes or advertising budgets.
The lecture will be streamed on the museum’s YouTube channel.
Link to the broadcast: