In 2021, Swedish Match reached out to our agency to help launch their new nicotine brand VOLT. All we had to work with; a slim brand book and the tagline: Expect the Unexpected. VOLT was almost a blank slate. No real tone of voice, no established visual identity — just a PDF and a blurry idea of what it could become. The product category came with a complicated legal landscape, public skepticism, and plenty of creative limitations. And frankly, the brand itself wasn’t overflowing with personality.

As creative lead and copywriter for a majority of the campaigns, I was finally allowed to channel my inner Adult Swim show-runner and create near-insane campaigns.

Highlights include:

Frostig stämning med Edvin Törnblom, Sweden's most uncomfortable talk show (and Swedish Match’s most successful digital campaign ever).

What almost became Sweden’s first NFT campaign, in collaboration with comic artist Moa Romanova – In the Mind of Moa Romanova

A full-on, sleazy daytime TV Shop parody for the innovative, new product VOLT Pearls.

The result
 We took VOLT from zero to a top three brand in the category. The client was thrilled, and rewarded the brand team with a trip to South Africa.