The first-ever pop culture moment based on four simple ingredients. Is it possible? Of course it is. To raise the standard of what tobacco is and how it can be made, we treated the ingredients elegantly and artistically, emphasizing the superior, premium ingredients of General Snus. We then collaborated with innovative photographers, filmmakers and musicians to shoot and film our product ingredients. This was the first time that a tobacco brand focused on the simplicity of its ingredients, created content based upon it, and inserted it into pop culture with music, art, posters, videos and a dedicated pop-up store in Venice, CA. The store quickly became the top selling snus retailer in the US.