Tokmanni’s bucket finds its place in the hands of a persistent queuer, a berry picker and an international social media star. What is the story behind the phenomenon?
Veli-Pekka Ääri, Tokmanni’s marketing and communications director says: “In the 80s, the bucket became an essential element of discount store openings as a reward for waiting in line. Nowadays, we also have weeks when you can get a bucket on the house when you buy, for example, a batch of detergents, chocolate bars or coffee packets. Discount stores mean great offers and large quantities. The atmosphere is refreshingly commercial when unexpected, funny offers are on display, and buyers buzz around them. At best, people wonder if they should go to the movies or Tokmanni.
During the year, more than 3 million Finns visit our stores, so almost every Finn has a relationship with Tokmanni. It may be that someone who lives in the capital region visits Tokmanni in the countryside, where they have a summer cottage. Even if a city dweller does not necessarily need to use a bucket at home, it’s just right in the cabin when fishing, and besides, it is made domestically. A bucket is a necessary everyday tool for Finns who like bathing in sauna, picking berries and fishing.
International social media influencer Kelly Louise Killjoy made a video in which she wondered why Finns are queuing for buckets in freezing winter weather. We sent her a bucket in response. Kelly knew that queuing and buckets are closely related, so in the end, she also virtual queued for Tokmanni’s opening in her video.”
The red bucket is also popular on Tokmanni’s TikTok channel, with 15.1K followers and 145.1K likes. Other Finnish department stores have also used TikTok in marketing, but not to the same extent. So Tokmanni has been on the crest of social media trends. In the attached video, the bucket reacts to different uses. How might it feel, for example, of water, sand, or flowers?
Tokmanni is Finland’s leading variety discount retailer. Some 4,100 Tokmanni employees make customers’ everyday life and special occasions easier by offering a versatile and up-to-date assortment of Finnish and international brand-name products and other high-quality products at prices that are always affordable. With around 200 stores around Finland and an online store, Tokmanni is always close to its customers. In 2021, Tokmanni’s revenue was EUR 1,142 million and comparable EBIT amounted to EUR 106 million. Tokmanni’s shares are listed on Nasdaq Helsinki.
Administration and Logistics Centre