General is the biggest seller of four leading brands of “Swedish Snus” in Sweden.

Snus is a moist smokeless tobacco used on a daily basis, as a safer, less damaging alternative to cigarettes.

Because the product is tobacco based it is forbidden to advertise.

Through using consumer motivational modelling we identified that the brand values and consumer profile matched that of many Scotch whisky drinkers.
By developing a high quality, stylish Scotch whisky under the General brand, we could sell and promote the product through trendy clubs and bars in city centers. This created a medium to reach the target audience of men, aged 20-30 years old, who are socially active and see themselves as young achievers.