We had the privilege of managing PR for Swedish Match’s decision to revert back to the iconic Tordenskjold design for its product packaging. This strategic move to bring back the original design sparked widespread interest and garnered significant media coverage, helping to reconnect the brand with its heritage while reaffirming its commitment to quality and tradition.
The Tordenskjold brand is known for its distinctive design and historic legacy. By revisiting this classic design, Swedish Match aimed to highlight the timeless appeal of its product.
We handled the entire strategic PR push, including press materials, media outreach in collaboration with the team and the designers.
PR Results:
- 6-7 million total media reach (impressions across publications and social platforms)
- 16 key mentions across channels
- Jyllands-Posten
- DR P5
- Ekstra Bladet
- Politiken
- Dansk Markedsføring
- Etc.
The design decision and the story resonated strongly with both design enthusiasts and loyal Tordenskjold customers.
The campaign successfully elevated Tordenskjolds profile and reinforced the brand's leadership.
In spring 2025, we'll be working closely with the client to ramp up campaign activities and enhance strategic PR efforts, across multiple platforms.
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