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411 15 Göteborg
+46 31 339 62 00
info@happy.fb.se

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Kungsgatan 56
111 22 Stockholm
+46 8-684 49800
info@happy.fb.se

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A reluctant love affair

Since 1954, state-run Systembolaget has enjoyed exclusive rights to sell alcoholic beverages in Sweden. The idea behind the monopoly is simple – to limit the harmful effects of alcohol on the population.

Insight

Systembolaget’s very existence was under threat. With just 43% of Swedes in favour of it, the EU was unimpressed. In a bid to survive, Systembolaget needed to galvanize a majority of the country’s population in a show of support. But as it was widely perceived as a stuffy old institution, we soon realized that Systembolaget had to rally consumers around a shared passion: food and drink. After decades of we-know-best, knowledge, enthusiasm and a meticulous attention to detail became its new guiding lights.

Creation

With the right tools in place what emerged was a vibrant, service-minded organisation (which also happens to be an expert on alcoholic beverages). By inspiring a conscious choice of both food and drink, regulated sales were, at long last, seen in a positive light.

Change

Systembolaget is still here. Since the very first changes were implemented, the fan base has grown by the day. Initially, we saw a 10 percent increase in support. Now it’s over 70 percent.

What we did

  • Activation plan
  • Activation tools
  • Brand activation
  • Brand driver analysis
  • Design applications
  • Design implementation
  • Design platform
  • Digital strategy
  • Insight platform
  • Pre-study