The Business Problem

An Indian tobacco manufacturer wanted to enter the nicotine pouch market in the UK to offset falling exports. He had the production ability and market access. But this new category was dominated by Scandinavian brands that commanded a trust and price premium. Non Scandinavian brands failed to scale.

What We Uncovered

We spoke to nicotine pouch users in the UK. What stood out was their craving for discretion. Pouches were seen as private, premium, and clean. And Nordic origin meant better design and greater trust. Most buyers ignored American or local UK brands, no matter the price. Scandinavian was not a feature. It was a belief.

The Strategic Shift

We advised building a Nordic narrative from the ground up. The brand name, identity and pack design were inspired by Viking language and visuals. We briefed the creative team with detailed moodboards from Scandinavian literature and art. We also refined the user story from quitting to quietude, from giving up smoking to choosing solitude.

How We Brought the Positioning to Life

The brand became the loner’s badge of strength. Not communal. Not social. Just premium and private. We positioned it as a tool for self regulation and quiet indulgence. The communication never revealed origin but proudly showed off its Scandinavian style. The vape category was used as a contrast, public and performative versus discreet and individual.

What Changed

Retailers in the UK accepted the brand without origin queries. Vape users started switching. The brand built a premium image despite a 20 percent lower RSP. Within a year, it crossed a monthly average sale of £200,000.