about systembolaget
Our work together with The Swedish Alcohol Retail Monopoly started in 2002 and has received a 100Watt award for long term brand positioning and is presented as a case study in Phlip Kotler's latest book.
Back then, just 48% of the Swedish public supported the monopoly. That’s a dangerous position for the Swedish Alcohol Retail Monopoly, and for public health. (Research points to the fact that alcohol related problems would get much bigger if the monopoly was abolished).
But how do you make people like a monopoly? That was the challenge. Together with our sister companies Kollo and Happy we started a complete revamp of the company's graphic profile from ads to shelf labels.
After the first ad campaign, support for the monopoly increased seven percent. Since then it has continued to increase, in spite of a huge scandal along the way, and today support is hovering around 66%. Which means the monopoly has received around 1.4 million new supporters since 2002.