Strategic social-first concept proposal for a Swedish nicotine pouch brand.

From product communication to brand experience. 

CHALLENGE

VILD had a strong product, but much of the category communication focused almost exclusively on products, flavours and promotions. As a result, brands risked becoming interchangeable over time. While the product was visible, the brand itself lacked a stronger emotional identity.

INSIGHT

Most brands in the category communicate what they sell. Very few communicate how they want people to feel.

Rather than creating more product-focused content, the opportunity was to build a stronger emotional world around the brand, one that people would want to follow even when they weren't actively looking to buy.

CONCEPT

The proposal moved the focus away from isolated product shots and towards stories, environments and rituals where the product could naturally exist.

Instead of making the product the hero, the ambition was to make VILD part of a broader lifestyle narrative centred around freedom, nature, simplicity and shared experiences.

SOCIAL-FIRST CONTENT SYSTEM

To create consistency over time, I developed a content framework built around recurring environments and emotional territories rather than campaigns.

Different regions and settings; Gotland, Bohuslän, Dalarna and Norrland became recurring storytelling platforms. While the locations changed, the feeling remained consistent. The system was designed to work organically across Instagram feed, stories, reels and paid social while building stronger recognition and long-term brand equity.

OUTCOME

The proposal demonstrates my approach to social-first brand building: creating content systems that move beyond product communication and instead build emotional relevance, consistency and long-term brand value. The objective wasn't to create more campaigns, but to create a stronger brand people would recognise and remember over time.

Visualisations created using AI-assisted image generation to explore and communicate the proposed content direction.