Finnish coffee institution founded 1876, now expanding into plant-based food with brands including Santa Maria and Risenta across Nordic markets.
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See all ads on AdLibrary →Paulig is one of Finland's most iconic consumer brands, founded in Helsinki in 1876 by Gustav Paulig as a coffee importing business. Today the group encompasses coffee roasting, plant-based food brands (Santa Maria, Risenta), and a growing DTC subscription coffee platform, all under a strong Nordic sustainability agenda.
Paulig's advertising strategy spans mass-market brand building and targeted digital campaigns for specialty sub-brands. Their core coffee brand relies on emotional storytelling about Finnish coffee culture (Finland has the world's highest per-capita coffee consumption). Plant-based sub-brands target health-conscious millennials with performance digital. Explore Paulig's ad creative at AdLibrary.
Paulig uses Facebook and Instagram for product launches, seasonal promotions, and sustainability storytelling. The Santa Maria and Risenta sub-brands run independent campaigns targeting recipe-driven audiences. Finnish-language campaigns dominate domestic market spend, with Swedish and pan-Nordic campaigns supporting broader regional distribution.
Core coffee brand copy emphasizes Finnish coffee tradition, quality roasting craft, and sustainability (responsible sourcing programs). Plant-based sub-brands lead with recipe inspiration and health. Across all brands, a warm, everyday Nordic kitchen aesthetic runs as a consistent visual theme.
Paulig shows how a legacy CPG brand can maintain relevance across 150 years by consistently reinvesting brand equity into adjacent categories. Their plant-based expansion leverages the trust built in coffee to shortcut consumer adoption in new food categories — a playbook for any heritage brand seeking growth without losing identity.
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