River is a long-term partner of snus challenger Skruf. Marketing snus in Sweden means heavy regulations. Which is good. However, it leaves us copywriters rather… Well, lost for words. This made for some interesting creative workshops in how to sell a product without saying anything positive about it.
Agency: River
Client: Skruf
Role: Copywriter / Creative
Skruf Nyans
Skruf Nyans is inspired by Swedish nature. When the new flavors “moon dust” and “northern lights” landed on our desk, we did our best to capture the essence of this next generation of flavours in words and visuals. I doubled as a copy and sketch artist.
KNOX DARK
With Knox dark, it was a different story. Here, we went all in on the good old days. No new-fangled flavours, just a proper snus like it used to taste, with earth tones and leather textures to match.