A Swedish-founded DTC brand selling into multiple European markets, and growing fastest outside of Scandinavia. A performance system built to scale across languages, currencies, and regulations.
Nicotinos is a Swedish-founded DTC brand in the nicotine pouches category. Counter-intuitively, their largest markets sit outside of Scandinavia, in the rest of Europe and beyond, where category awareness is lower but consumer demand is rising fast.
Scaling a Swedish brand into international markets means working across languages, cultural contexts, currencies, and meaningfully different regulatory environments, all at once. Every market has its own creative rules, its own consumer psychology, and its own path to purchase.
Most agencies that can handle one market struggle to deliver across many. We built the system Nicotinos needed to grow internationally without losing the focus that made them win at home.
Running paid media for a regulated category, across multiple European markets, requires creative that converts without triggering platform restrictions, and a system that can adapt to every market's language and buying psychology. We built both.
Every ad concept is reviewed against Meta's advertising policies for nicotine products before launch. We built a creative brief framework that stays firmly within platform guidelines while still delivering persuasive, high-converting ad copy and visuals.
Each market gets its own creative strategy, not a translated version of the last one. Consumers in different European countries have different cultural references, different price sensitivities, different trust signals, and different relationships with nicotine products. We build for each one specifically, instead of assuming what worked in Sweden will work in the next market.
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 are all tuned around predicted lifetime value, not just first-purchase CPA.
Every winning angle or hook from one market feeds back into the system for the next. We keep a shared library of tested concepts and adapt the strongest performers into new markets, which shortens the learning curve every time Nicotinos launches into a new country.
This partnership is active and growing. The full documented case with numbers will be published when we reach the next milestone together with Nicotinos.
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Regulated 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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