No 5, 2009 PDF - Swedish Match

Ettan – original taste since 1822
Columbus discovered the Americas, and
from his many voyages he also brought
back with him the experience of how
to use tobacco. But it took some time for
Europeans to embrace this mean of indulgence.
French ambassador Jean Nicot, who gave
his name to nicotine, introduced snuff to the
French court from Portugal as a remedy for
headaches. The cure worked and it became
the height of fashion among the royal families
of Europe. But this was long before Sweden
embraced snus. The snus made then, tasted
very different to today’s. But a Swedish snus
producer decided to make a completely new
form of snus using the pure tastes of tobacco,
salt and water. His name was Ljunglöf, the
new snus was Ettan and the year was 1822.
Ljunglöf’s factory samples were served in silver
bowls. No.1 was originally a quality rating, as
were No.2 and No.3 on a sliding scale. With
deliberate marketing, Ljunglöf managed to
turn No.1 into his own brand, which was
popularly referred to as Ettan. His strategy of
compromising neither on quality nor price
made his competitors jealous. Ljunglöf kept his
recipe a secret and guarded his brand fiercely.
Today, Ettan is one of Swedish Match’s
strongest brands, built on tradition, knowledge
and uncompromising quality. It is a solid brand,
where the pure taste of tobacco is always in
focus and where the consumer’s expectations
regarding the contents and design of the cans
are fulfilled time after time, year after year. Ettan
links Swedish Match’s past with its present,
and is a strong brand on which to build future
products. Ettan remains THE original.