The underage usage of nicotine pouches has become an issue in Sweden the past years and Swedish Match has a responsibility to address the issue. Our task was to develop a creative campaign idea that encourages and increases the number of ID checks. 

To guess someone's age is a touchy task. More than ever, we engage in enhancing, smoothing, and disguising ourselves. Making us look older when we are young, and younger when we are old. And very often, the visible age is out of sync with the actual one. It becomes extra complicated for those responsible for enforcing age limits – for example, store personnel selling tobacco and nicotine products.  

Based on this insight we created a solution where we portray people of different ages, young and old, but with one thing in common – they have an indefinable age. And the prompt is not to guess, but to ask for ID instead.  

Using a slightly twisted, humorous aesthetic and a relaxed tone, we wanted to appeal and create an interest among the target audience. The campaign also takes the opportunity to thank those who understand that guessing age is a challenge, having their ID ready when purchasing snus and nicotine pouches. 

So, stop guessing. The only way to be sure of someone's age is still: Asking for ID.