When two icons meet: Finlandia brand begins collaboration with Zdravko Čolić

The Finlandia brand, part of the Coca-Cola HBC portfolio, has entered a two-year strategic partnership with Zdravko Čolić, one of the most influential artists on the regional music scene. The collaboration will run until mid-2028 and was officially announced at an exclusive event just outside Belgrade.

Inspired by the global Finlandia campaign “It’s Soooooo Fine,” this event symbolically marked the beginning of a new chapter in the brand’s local activities in the Balkans. The partnership with Zdravko Čolić celebrates authentic local culture, creating experiences that connect different generations.

In a time of fleeting trends and short-lived sensations, authenticity and timeless classics are more valuable than ever. These values form the foundation of the partnership between the legendary singer and the Finlandia brand. 

The collaboration between the brand and music icon Zdravko Čolić kicked off with an intimate, exclusive performance set in an atmosphere inspired by his timeless hits.

This event serves as an introduction to a two-year “duet” that will unfold through specially designed digital advertising formats, exclusive brand experiences, as well as collaboration across 10 concerts throughout the region.

Through its core brand idea, Finlandia launched the “It’s Soooooo Fine” global campaign last year as it seeks to connect with a younger adult audience by tapping into the cultural shift toward more mindful and values-driven alcohol consumption.

“Finlandia’s partnerships are built on shared values – authenticity, emotion, and the energy that brings people together. That is why we are especially proud to present our collaboration with Zdravko Čolić, an artist who, for generations across the Balkans, represents a symbol of timeless class and genuine enjoyment. His energy continues to resonate strongly with audiences of all ages. Through this partnership, we aim to bring our philosophy of enjoyment closer to a younger adult audience, through experiences that inspire, connect, and create lasting memories,” said Yannis Athanasiadis, Premium Spirits Director in Coca-Cola HBC.

Through music, togetherness, and authentic moments, this collaboration celebrates the idea that the best experiences are the ones we create ourselves.

Two years. Dozens of concerts. One energy connecting generations.