Hartwall Jaffa Forbidden Fruit Light will appear on store shelves in January. Cooperation on this new soft drink is just one aspect of Hartwall Jaffa’s support for ‘Forbidden Fruit’, a film directed by Dome Karukoski. The soft drink, which is named after the film, is a seasonal flavour combining pitaya and orange. The drink will be on sale from the beginning of January to the end of March, and the film will premiere on 13 February.
‘Forbidden Fruit’ is one of the most eagerly anticipated Finnish movie productions of 2009, and is Dome Karukoski’s third full-length film. It tells the story of two young girls who have had a religious upbringing in the countryside. They run off for a summer in the capital city, where they experience the greatest adventure of their lives. It’s a coming-of-age story about relationships, freedom and young people gaining independence. Hartwall Jaffa is one of the film’s major sponsors.
“We wanted to support a film whose subject matter and target group suited the Hartwall Jaffa brand: the central theme running through both is self-belief – remaining true to yourself. Both the film and the Jaffa brand are all about daring to do things that are really meaningful, rather than what other people tell you to do,” says Hartwall Jaffa Brand Manager Marleena Jalassola.
Corporate cooperation plays a major role in film production.
“It’s great that Hartwall Jaffa wants to support Finnish culture. Finnish films, if anything, need strong supporters if they are to realise their full potential and keep their audiences,” says the film’s producer Aleksi Bardy.
Dome Karukoski’s previous films –‘Girl, You’re a Star’ (2005) and ‘The Home of Dark Butterflies’ (2007) – have been well received by both critics and audiences. ‘Girl, You’re a Star’ received a sensational eight Jussi award nominations, and ‘The Home of Dark Butterflies’ is Finland’s official Oscar nomination for 2008. Hartwall Jaffa also supported ‘Girl, You’re a Star’ (2005).
For more information, please contact:
Hartwall Ltd, Brand Manager Marleena Jalassola, marleena.jalassola@hartwall.fi, tel. +358 20 717 2936 or Communications Manager Tuija Kleimola, tuija.kleimola@hartwall.fi, tel. +358 20 717 2595
Helsinki-Filmi, Marketing Manager Atte Laurila, atte.laurila@helsinkifilmi.fi, tel. +358 44 222 4444
A fruit forged from dragon fire
The pitaya is a cactus fruit. Although it originated in Central and South America, it has now spread to Asia. The fruit varies in colour – the skin is either purple or yellow, and the flesh either white or pink. It has a delicate sweet flavour in which you can detect hints of, for example, pear, melon and kiwi.
The pitaya has several nicknames. In Asia, it’s known by the name Dragon Fruit, a reference to the shape of the pitaya tree. The tree is also known for its large white flowers that open at night, a trait that gives rise to the names Moonflower and Queen of the Night.
Hartwall Jaffa Forbidden Fruit Light
Hartwall Jaffa Forbidden Fruit Light is a light blend of pitaya and orange. It will be available from January to March in 0.5 and 1.5-litre recyclable plastic bottles.