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Brief: Most swedes support the state alcohol monopoly (Systembolaget). The group of people who are the least pro-monopoly are men between 18 and 50. Make them see the benefits of Systembolaget.
Insight: 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.
Solution: Talk about Systembolaget like an exclusive wine dealer called Monsieur Bolagét.