2_1_ScanMag_79_August_2015_Text.qxp_Scan Magazine 1 06/08/2015 16:00 Page 42
: ME D E H N
L T INLA A I F C
E N SP DE I A M
From campaign symbol to successful brand By Hanna Malinen, Communications manager of the Association for Finnish Work
Finland's best known mark of origin, the Key Flag Symbol, is enjoying its 50th anniversary this year. The anniversary has been celebrated around Finland with a pop-up container, furnished and decorated with Finnish Key Flag products.
To say that the figure is well known is an understatement: over 90 per cent of Finnish consumers recognise the Key Flag symbol. The symbol also increases appreciation of Finnish work and knowhow internationally.
The iconic symbol was born in 1965 when the nation needed an appealing campaign for domestic products to balance the nation's economy. Finnish companies were encouraged to use the Key Flag in advertisements and products.
A recent study of the Association for Finnish Work shows that up to 82 per cent of Finnish people say that they are proud of the quality of work in Finland. High quality and distinct products and services are one of Finland´s most im-
In 1975, the Key Flag symbol became an official mark of origin for the Finnish products guaranteed by the state. The first Key Flag products were Norlyn tights, Finnmatch matches and Nokia toilet paper. Today, the Key Flag symbol is one of the most well-known and prestigious brands in Finland and its use has been granted for 3,000 products, product groups or services, such as Genelec´s speakers, F-Secures internet security solutions for home, Timberwise´s parquets, Vallila´s decoration service and UPM´s Biofore fuel.
42 | Issue 79 | August 2015
portant triumphs in the domestic and international market.
The Key Flag symbol can be granted to a product that has been manufactured in Finland and a service that has been produced in Finland. The degree of domestic origin must be over 50 per cent. On average, the degree of domestic origin of products using the Key Flag Symbol is over 80 per cent. The Key Flag Symbol is governed by the Association for Finnish Work.
Promoting Brand Scandinavia. Featuring interview with danish actress Sidse Babett Knudsen.