{"id":679,"date":"2026-08-28T14:05:34","date_gmt":"2026-08-28T14:05:34","guid":{"rendered":"https:\/\/consumemanagement.com\/?p=679"},"modified":"2026-09-01T15:06:45","modified_gmt":"2026-09-01T15:06:45","slug":"earning-trust-for-a-brand-no-one-expected-to-trust","status":"publish","type":"post","link":"https:\/\/consumemanagement.com\/sv\/2026\/08\/28\/earning-trust-for-a-brand-no-one-expected-to-trust\/","title":{"rendered":"Att vinna f\u00f6rtroende f\u00f6r ett varum\u00e4rke som ingen f\u00f6rv\u00e4ntade sig att lita p\u00e5"},"content":{"rendered":"<p>Att tobaksf\u00f6retag lanserar en h\u00e4lsoprodukt \u00e4r ingens f\u00f6rsta gissning f\u00f6r ett varum\u00e4rke som folk kommer att lita p\u00e5. Jag ledde den kommersiella och varum\u00e4rkesm\u00e4ssiga strategin f\u00f6r BAT:s f\u00f6rsta receptfria l\u00e4kemedelssortiment \u2013 fr\u00e5n klinisk positionering till partnerskap inom folkh\u00e4lsan \u2013 och fick det godk\u00e4nt av Storbritanniens egen l\u00e4kemedelsmyndighet.<\/p>\n<p>BAT ville erbjuda r\u00f6kare ett verkligt s\u00e4krare alternativ till r\u00f6kning: en portf\u00f6lj av receptfria l\u00e4kemedelsm\u00e4rken byggda p\u00e5 verkliga kliniska grunder, inte bara ett marknadsf\u00f6ringsp\u00e5st\u00e5ende. Det mest uppenbara problemet l\u00e5g i f\u00f6retagets eget namn. Ingen \u2013 vare sig v\u00e5rdgivare eller konsument \u2013 var ben\u00e4gen att ta ett h\u00e4lsop\u00e5st\u00e5ende f\u00f6r ordinarie v\u00e4rde fr\u00e5n ett tobaksf\u00f6retag. Jag var ansvarig f\u00f6r att leda det tv\u00e4rfunktionella teamet, FoU, tillverkning, leverans, marknadsf\u00f6ring, f\u00f6rs\u00e4ljning, regulatoriska och medicinska fr\u00e5gor, genom att utveckla och kommersialisera denna portf\u00f6lj.<\/p>\n<h4 style=\"text-align: center;\">Bakom kulisserna<\/h4>\n<p style=\"text-align: center;\"><em>inspelningen av reklamen f\u00f6r VOKE<\/em><\/p>\n<p><iframe title=\"Voke_BTS_revised-kortare\" src=\"https:\/\/player.vimeo.com\/video\/1223052801?dnt=1&amp;app_id=122963\" width=\"800\" height=\"449\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n<h3><\/h3>","protected":false},"excerpt":{"rendered":"<p>A tobacco company launching a health product is nobody&#8217;s first guess for a brand people will trust. I led the commercial and brand strategy for BAT&#8217;s first OTC medicinal range \u2013 from clinical positioning to public health partnerships \u2013 and got it endorsed by the UK&#8217;s own medicines regulator. BAT wanted to offer smokers a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":891,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"page_builder":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-679","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case"],"acf":{"company":"British American Tobacco","my_role":"Global Brand Director  ","the_situation":"Credibility was the whole game before a single pack reached a shelf. The product could be clinically sound and still fail, if the brand telling that story came from a place people had no reason to believe.","what_we_did":"We built the pipeline first \u2013 a range of OTC medicinal products designed to keep a steady stream of launches coming for the next five years \u2013 and grounded the positioning and communication strategy in real consumer insight across the UK, US, Canada, Australia and New Zealand, rather than assumption. Because credibility was the whole game, I ran frequent top-to-top meetings with retailers to secure best-in-class execution at launch, built a healthcare-practitioner engagement strategy reaching GPs, pharmacists and their professional bodies, and worked directly with Public Health England, key opinion leaders and Cancer Research UK \u2013 not to spin the tobacco link away, but to anchor the brand's communication in something a health professional could actually stand behind.","what_happened":"The strategy earned endorsement from the MHRA, the UK's medicines regulator, as a genuinely safer alternative to smoking, backed by clinical testing that outperformed the competition. It landed a category-disruptive TVC and communication platform, and secured exclusivity with Tesco and Boots for the first three months, across three different store formats \u2013 the kind of retail trust a tobacco-owned brand doesn't get by default.\r\n\r\nThe hardest part was never the science or the product \u2013 those were solid from day one. It was convincing a GP, a regulator and a shopper, separately, that this particular brand meant what it said, coming from where it came from.","end":"<h3 style=\"text-align: center;\">Watch the commercial<\/h3>","video":"","video_vimeo":"https:\/\/vimeo.com\/1223052800","call_to_action":"Building trust for a brand that starts from behind?"},"_links":{"self":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts\/679","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/comments?post=679"}],"version-history":[{"count":19,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts\/679\/revisions"}],"predecessor-version":[{"id":928,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts\/679\/revisions\/928"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/media\/891"}],"wp:attachment":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/media?parent=679"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/categories?post=679"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/tags?post=679"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}