SAS puts ‘Scandinavian as Standard’ at the core of new brand platform

Scandinavian Airlines (SAS) has introduced ‘Scandinavian as Standard’ at the core of its new brand platform as the carrier marks its 80th anniversary.

On September 28, 2026, Scandinavian Airlines launched the brand platform and tagline, which will feature on its future communications both domestically and internationally.

According to the carrier, Scandinavian as Standard is inspired by the “belief that the world needs more Scandinavia” and the platform “celebrates the values, perspectives and way of thinking that have helped make the region increasingly admired”.

“We often say at SAS that the world needs more Scandinavia,” Paul Verhagen, Executive Vice President and CCO at SAS, said. “Not because we have all the answers, but because there are values and ideas from this part of the world that are worth sharing. Scandinavian as Standard builds on that belief. It reflects the idea that many of the qualities associated with Scandinavia have long been part of everyday life here.”

Developed by SAS together with Ogilvy, the campaign launches on September 28, 2026, and includes TV, online video, digital display, outdoor and social media advertising.

The airline also released a series of images accompanying the new brand platform, which highlights values such as “curiosity, trust, and collaboration”.

“The campaign is built around a simple observation: many of the things people admire about Scandinavia are things Scandinavians rarely think twice about,” Johanna Gustafsson, Head of Brand at SAS, said. “What others may see as exceptional is often considered standard here. Scandinavian as Standard brings that idea to life through stories and situations that reflect the values and mindset that have shaped both this region and SAS for generations.”

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