This post is an informative journalistic coverage of a PR event with editorial & reportage elements that do not aim to promote any business, organisation, product or service.
Today - on the day of publication- I am a member of Ruokatoimittajat ry (Finnish Food Writers' Association), and attended this PR event as a food writer (not as an influencer).
30 October 2024 - helsinki
It's always exciting to attend a brand launch party full of surprises, hence I was *SO* ready to discover what's behind the doors of the event in the heart of Kallio, where all the secrecy will end around RÄNDÖM!
RÄNDÖM's mission is to combine surprise, art and collectible value in an unprecedented way. Each batch of merch and drinks they produce has unique design and only available once, for a limited time only - then it will never be made again!
Today's party has been opened by Finnish YouTuber, actor and musician, Miska Haakana, who explained the idea behind RÄNDÖM. When the launch countdown had only 10 minutes left, the founder of Smile Company Oy, Ile Mäentakanen joined Miska on the stage and the entire audience waited for the clock hit 0 days, 0 minutes and 0 secons, then RÄNDÖM came to life and their products became available. Finally, we had the chance to see the original artwork presented by the artist herself, Eva Wahlström, Finland's only world boxing champion of all time, who has moved from a successful, two-decades long athlete career to a visual artist and designer. Her art combines movement, physicality and strong emotions. The original painting will be sold at an auction and the profit will support the charitable goals of Helsingin Ensikoti ry.
The limited RÄNDÖM x Eva Wahlström merch will be available online until 3 November 2024 23:59 + 160000 cans of RÄNDÖM Ginger Splash drinks with Eva's artwork on the packaging design will be available at Finland's retail - starting with Prisma stores - while the stocks lasts.
The ginger flavoured carbonated drink is refreshing on its own & makes a great mixer as well. I made sure to ask the bartenders about the cocktails served at the event, so I can share these with you as an inspiration:
- RÄNDÖM Mule: akvavit, beetroot juice, vanilla, RÄNDÖM Ginger Splash
- RÄNDÖM Highball: vodka, carrot juice, lime juice, RÄNDÖM Ginger Splash.
After the launch, the event continued with various activities, such as stand up comedy, Italian disco and co-creating art with Eva. The paintings the audience creates together to be auctioned as well.
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
I had the pleasure of attending this PR event and getting familiar with the products of Smile Company's new brand, RÄNDÖM. Thank you so much to Ile Mäentakanen, for inviting me, and I appreciate the opportunity to test the new Ginger Splash in various forms today.
You can check out the brand's limited merch here + see more insights on my Instagram.
DISCLOSURE
The organiser has not set any special criteria and has not initiated any financial/alternative compensation that would require the creation of any written or visual content related to this PR event nor the promotion of any products/services in exchange for attendance - but I decided to share my experience anyway as I think you'd enjoy exclusive insights from my recent gastro adventure. Any PR products/samples/food, drink/services/raffle prizes handed out by the organisers, other participants or exhibitors (if applicable) were not a form of compensation, nor part of an exchange agreement.
