The Lab


Swedish Match

Consumer Insights
Brand hierachy
Brand Identity
Product Identity

Gull Visuelt
Merket for God Design


The Creation of a Market Leader

The use of snus has long traditions in Scandinavia and is proven help reduce smoking and with significantly reduced adverse health effects. When Swedish Match wished to launch a new product on the Norwegian market they asked their audience what they wanted. The answer was that they did not want another brand but a simple, functional product which was easy to understand.

The solution was an innovative product that had no brand name but a simple numbering system for ease of recognition. The product range was instantly recognisable and became the company’s most successful launch on the Norwegian market.