Posti is now operating in Sweden under the name Posti. Aditro Logistics, one of Sweden's leading logistics companies, will also adopt the Posti name.
As part of its updated strategy, Posti is focusing more strongly on growth, with international offerings playing a vital and ambitious role. In Sweden, Posti provides warehousing, in-house logistics, and staffing solutions for logistics professionals. Additionally, Posti assists e-commerce companies with deliveries to Finland and the Baltics. By offering services across the Nordics and the Baltics, Posti aims to support its customers' international growth.
"We see clear growth opportunities in Sweden. We can serve a wide range of companies, especially those operating in both countries. Our customers are satisfied, and we are constantly developing our operations and services together across national borders. However, the Swedish market is twice as large as Finland's, and Aditro Logistics and Posti are relatively unknown. Operating under one brand will help with this, but growth also means investing in building awareness," says Peter Ervasalo, SVP, Warehousing and Logistics Services Sweden.
This change is part of a larger transformation where Posti will operate under the name Posti in Finland and Sweden, and under the name SmartPosti in the Baltic countries. The SmartPosti brand was launched in Latvia on February 4, in Estonia on February 26, and will be introduced in Lithuania in the coming weeks.
Miriam Bryant and Käärijä duet in the name of togetherness and love
The brand change in Sweden is accompanied by a major marketing campaign, featuring a new version of Sonny & Cher's classic "I Got You Babe" by Käärijä, one of Finland's and Sweden's brightest pop stars, and Finland-Swedish artist Miriam Bryant.
"We work every day with our customers for better logistics. Something clicked when we found an angle for our campaign that nicely crystallizes the power of coming together. Even though we're in a B2B business, it shouldn't affect the way we do marketing. The same stories appeal to all of us," says Jenni Ihatsu, Vice President, Marketing and Brand at Posti.
“So many aspects of the collaboration, the song, and the music video concept immediately resonated with me. This project felt like a fun and natural way to continue exploring my "Finnishness." Everything fell perfectly into place, and I’m thrilled that the campaign is now live – it’s a great example of collaboration between Finland and Sweden!”, Miriam says.
"Now it's time to bring Finland and Sweden together. Hopefully, this song will bring us Finns a little closer to the Swedes. I've also wanted to collaborate with Miriam for a long time, and finally, it happened," Käärijä continues.
The music video for the song celebrates the playful love-hate relationship between Finland and Sweden by bringing ice hockey players, politicians, business people, and citizens together in the name of love.
"Miriam and Käärijä are not only among the best-known artists in Finland and Sweden, but they have also talked about the rapprochement between the two countries. For us, people and working across national borders are central to growth. We work with people, not faceless companies. The way we address our customers and Posti employees must also reflect this," Ihatsu concludes. The music video on YouTube: Link - YouTube - I got you babe