Most swedes support the state alcohol monopoly (Systembolaget). The group of people who are the least pro-monopoly are men between 18 and 50. We aimed to make them see the benefits of Systembolaget.
The target audience doesn’t like the idea of a state-owned monopoly, but they enjoy the high-quality products and the great services which Systembolaget provides.
In order to boost the image of the brand within the target audience, we created an ad that sheds some light on Systembolaget from a global perspective.
, Julia Holtback,