General snus - 4 ingredients
General Snus is a Swedish spit less tobacco brand that has been around since 1866. It has a very unique story since it only contains 4 ingredients - Salt, Water, Tobacco and a Citrus fruit. Great story to highlight for the launch in Los Angeles, a city where people are making conscious decisions about what they eat and what products contain.
In a product category that is usually filled with bad design and oversized product shots we launched the campaign "4 Ingredients" and took our product to the fashion world. We made a music video, opened a pop-up store and made a magazine, all of them focusing on 100% transparency of the product, highlighting the 4 ingredients.