What happened when women started to use Swedish snus
It is known that snus traditionally is a male bastion. But that changed when a marketing manager at Swedish Match went to the hairdresser. This is the story about how an old Swedish product reinvented itself and found a new target group.
A 200 years-long struggle for taste The struggle to find better-tasting snus has been going on for over 200 years. And when Patrik Hilldingsson took up the post of communications manager at Swedish Match in 1997 at the age of 29, it was considered that a snus user was a man. That was the opinion his retiring predecessor conveyed to Patrik when they discussed the subject in the sauna after a badminton match. [Read More]