Power of Marketing: Snus as a Swedish Heritage Product

Background: Snus, a moist smokeless tobacco product, is identified as traditionally Swedish. RJ Reynolds and Philip Morris are selling snus products in the US, highlighting the product's Swedish roots in their marketing materials. We sought to understand whether the association of snus with Swedish tradition is perception or reality. Methods: We analyzed previously secret tobacco industry documents, Swedish newspaper archives and the scientific literature. Results: Swedish snus was introduced in the mid 17th century. Use peaked in Sweden in the early 20th century and declined sharply. Use was low until the 1960s when the state-owned tobacco monopoly (AB Svenka Tobaksmonopolet) targeted young professionals. The marketing was immediately successful; the median age of snus users dropped from 41 in 1969-70 to 30 in 1972-73. This marketing effort joined snus to Swedish identity so strongly that many Swedes were willing to forgo membership in the European Union (EU), which banned snus in 1992. When Sweden joined the EU in 1993, an exception based on cultural heritage allowed for the continued sales and use of snus in Sweden. Swedish Match and Philip Morris have agreed to jointly sell snus internationally and are increasing pressure to reverse the EU ban on the product. Implications: Snus saw a renaissance in Sweden due to a marketing campaign that altered its image. The association of snus with Swedish heritage is positive for tobacco companies in Sweden and other countries. This is a concern for tobacco control as snus is increasingly marketed internationally as an alternative to cigarettes.