Hartwall Vichy Original is a very strong (bubbly and salty) mineral water. Many Finns drink it instead of alcohol in situations where you would normally have a cocktail or a beer.

In Finnish, there is a saying about needing a drink of alcohol that translates roughly as “when you need something stronger than water”. What's more, when you phrase it like we do in these particular ads, it also has a double meaning of needing “stronger water”. So: “When you need something stronger than water” / “When you need stronger water” are here one and the same. 

Another thing that needs mentioning is that it is very strictly regulated as to when and how you can advertise alcohol in Finland. So playing with typical alcohol imagery in a water ad does draw attention more than it would in some other countries.