Spinn is assigned to develop Systembolaget’s in store communication. A really intriguing challenge and somewhat of the world turned upside-down for us at Spinn.
Systembolaget has a monopoly on sales of alcoholic beverages in Sweden. The government has decided that one of the best ways to minimize alcohol related problems is by selling alcoholic beverages in separate stores and without interest of profit. However, to maintain this the customers must be satisfied with service and assortment. And still buy less. In other words, a very complicated communication task, with an obvious risk of sending double messages.
We have started out by defining a clear strategy for the instore communication with the objective to balance messages about the products and how to enjoy them responsibly.