The idea for the campaign was built on insights from a study conducted by Novus, on behalf of Håll Sverige Rent and Swedish Match, about the behavior of littering of snus as well as attitudes and knowledge regarding snus and litter. The result of the study showed, among other things, that almost half of the Swedish snus-users throw their snus on the ground or flush it down the toilet. It also appears that snus users believe that more reminders and more information can make them change their behavior. This resulted in a playful and colorful campaign expression where we use friendly reminders put into a strong typography.
Read more about the campaign here.