On September 28, SAS launched a new brand platform titled "Scandinavian as Standard" to mark its 80th anniversary. The initiative aims to highlight the airline's Nordic identity on the global stage while maintaining its partnership with Air France-KLM, a major European airline group. The campaign focuses on values like trust, cooperation, curiosity, and openness, which SAS links to its history and its role in linking the Nordic region to the rest of the world. Johanna Gustafsson, head of brand at SAS, noted that many aspects of Scandinavian culture admired internationally are seen as normal by people in Scandinavia. The campaign, created by the advertising agency Ogilvy, launched on September 28 through television, online video, billboards, and social media. It includes a new advertising signature but no name change, new aircraft livery, or in-flight product updates. To celebrate its anniversary, SAS organized special flights departing from the three Scandinavian capitals in September and decorated an Airbus A330-300 with a special livery featuring SAS blue. The first transcontinental flight by SAS took place on September 17, 1946, connecting Stockholm to New York with stops in Copenhagen, Prestwick, and Gander. This campaign continues a line of communication SAS has used in previous efforts, such as one in October 2025 featuring Swedish actor Joel Kinnaman. That campaign focused on the needs of Scandinavian travelers and SAS's premium positioning. The emphasis on Scandinavian identity comes at a key moment for SAS, which recently completed a restructuring and joined SkyTeam, a global airline alliance, in September 2024. Air France-KLM, which already owns 19.9% of SAS's capital, has announced its intention to increase its stake to 60.5% by purchasing shares from Castlelake and Lind Invest. This move requires regulatory approval and is expected to be finalized in the second half of 2026. For passengers, the campaign does not announce new routes or services, but it signals how SAS wants to be recognized within its network of partners: as the airline that connects Scandinavia to the world while emphasizing what makes it unique. The campaign reflects SAS's strategy to reinforce its identity in a competitive aviation industry while aligning with larger international alliances.