A subscription-led DTC brand in a regulated category. A performance system built to grow across borders.
Nicotinos operates in the nicotine pouches and snus category, a space with strict advertising restrictions, platform policy constraints, and highly different consumer behaviour across Norway, Sweden, and Denmark.
The challenge was building a paid acquisition system that could navigate regulatory complexity while still driving aggressive growth in multiple markets simultaneously.
Most agencies refuse to work in regulated categories. We see them as an opportunity to stand out.
Working in regulated categories requires creative that converts without triggering platform restrictions. We built a full compliance-first creative framework while maintaining the performance intensity of a DTC brand.
Every ad concept was reviewed against Meta's advertising policies for nicotine products before launch. We built a creative brief framework that stayed firmly within platform guidelines while still delivering persuasive, high-converting ad copy and visuals.
Norwegian, Swedish, and Danish consumers have meaningfully different relationships with nicotine products, different terminology, different price sensitivity, different platform preferences. We built separate creative strategies for each market rather than translating the same ads.
With a subscription model, the economics only work if customers stay. We built the acquisition funnel to attract high-LTV subscribers, not just first-time buyers. Campaign structure, audience selection, and creative angles were all tuned around predicted lifetime value, not just first-purchase CPA.
This partnership is active and growing. The full documented case with numbers will be published when we reach the next milestone together with Nicotinos.
Book a Strategy Call InsteadRegulated categories are where the interesting work happens. When a whole industry is constrained by the same rules, creative differentiation becomes even more important. The brands that figure out compelling, compliant creative in restricted categories tend to dominate, because most competitors give up and run generic ads.
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