ZYN Launching a new category with a small brand

Launching a new category with a small brand

The Challenge

How do we establish an entirely new category with one small, regional brand?

The Insight

A significant percentage of tobacco users feels increasingly restrained and isolated by negative effects and perceptions of tobacco.

The Solution

We created a set of brand guidelines that positioned the small but mighty ZYN as the “untobacco” brand. The uncommonly bright, modern color palette was in direct opposition to the tobacco category and signaled the clean, freeing benefits of the brand.

The Results

70% sales increase in first year

“New Honor Society has proven themselves a true partner by proactively learning our business in terms of competitive landscape, regulatory environment and company culture and focus. They continue to provide unique and creative solutions ... I would hate to think of where we would be right now without their partnership.”

JOE ACKERMAN | Managing Director, Swedish Match