The peak of alcohol sales is seen during Christmas time. Alko wanted to encourage Finns to observe their drinking habits in a way that wouldn’t judge or patronize.

We created a message where you could hear two songs playing, but when you examined the message more carefully, you realized there’s more to it. From that day on, the words “tip tap” would not only lift the Christmas spirit, they would remind us that a drop of alcohol isn’t a problem as long as it doesn’t become a habit.