https://www.fundamentalworks.se/perspectives daily 0.75 2026-01-12 https://www.fundamentalworks.se/perspectives/back-to-basics-med-mats-ronne monthly 0.5 2026-01-12 https://www.fundamentalworks.se/perspectives/fem-studier-fran-2025 monthly 0.5 2026-01-12 https://www.fundamentalworks.se/home daily 1.0 2025-12-11 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg Home https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694583486-2PQT0LQ193RL7MCB6DX4/20140228_Trade+151_0046.jpg Home https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694644871-IC85FNH781UNZSZEGHDR/Aro+Ha_0428.jpg Home https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607007355264-EQINP2XUZQO9PPNNDRZD/Aro%2BHa_0010-larger.jpg Home https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/d2625f23-4ebe-4ad0-ac0f-d8bb79b5f550/ljus+sta%CC%8Aende.jpg Home Norrlands Ljus: Strategic & creative lead for the long-term repositioning of Spendrups’ Norrlands Ljus (2017–2024). Transforming a quiet sub-brand into one of Sweden’s most distinctive and fastest-growing beers. Proof that long-term consistency beats short-term noise, with Systembolaget sales up nearly 200% and Spendrups managing to raise prices by 35% in a flat category. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/d2625f23-4ebe-4ad0-ac0f-d8bb79b5f550/ljus+sta%CC%8Aende.jpg Home Norrlands Ljus: Strategic & creative lead for the long-term repositioning of Spendrups’ Norrlands Ljus (2017–2024). Transforming a quiet sub-brand into one of Sweden’s most distinctive and fastest-growing beers. Proof that long-term consistency beats short-term noise, with Systembolaget sales up nearly 200% and Spendrups managing to raise prices by 35% in a flat category. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/42444e59-c4a5-4295-ada9-403bbc55cd06/180119_Get+Smoooth_Snoop+on+the+sofa_1920x1080.jpeg Home Klarna – Smoooth Dogg: Strategic PR lead turning Snoop Dogg’s investment in Klarna into a global news story through clever reframing, transforming an advertising campaign into a cultural moment covered across business, lifestyle and entertainment media. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/42444e59-c4a5-4295-ada9-403bbc55cd06/180119_Get+Smoooth_Snoop+on+the+sofa_1920x1080.jpeg Home Klarna – Smoooth Dogg: Strategic PR lead turning Snoop Dogg’s investment in Klarna into a global news story through clever reframing, transforming an advertising campaign into a cultural moment covered across business, lifestyle and entertainment media. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/fa1e60aa-cd10-41f7-8cbc-026e95a7c38e/0Y9A5418-Edit.jpg Home GlobalConnect – Internet Culture Heritage: Strategic & creative lead, developing the overarching strategy and creative concept later rolled out across the Nordics. Turning Sweden’s most iconic viral moments into physical monuments and making the invisible network behind the internet part of popular culture. Multiple award-nominated, with one of Sweden’s biggest PR impacts in years — recognized by 35 % of Swedes within weeks of launch. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/fa1e60aa-cd10-41f7-8cbc-026e95a7c38e/0Y9A5418-Edit.jpg Home GlobalConnect – Internet Culture Heritage: Strategic & creative lead, developing the overarching strategy and creative concept later rolled out across the Nordics. Turning Sweden’s most iconic viral moments into physical monuments and making the invisible network behind the internet part of popular culture. Multiple award-nominated, with one of Sweden’s biggest PR impacts in years — recognized by 35 % of Swedes within weeks of launch. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/e8a92a13-a8e0-41aa-84a8-ee6f1cef8d5d/No+Label.jpg Home Absolut No Label: Strategic & creative lead for Absolut’s global LGBT initiative — developing the limited-edition product and campaign idea “Absolut No Label”, which removed the logo from the iconic bottle to express a world without labels. Later cited by Naomi Klein in The Guardian, referenced in academic research, and copied by Coca-Cola. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/e8a92a13-a8e0-41aa-84a8-ee6f1cef8d5d/No+Label.jpg Home Absolut No Label: Strategic & creative lead for Absolut’s global LGBT initiative — developing the limited-edition product and campaign idea “Absolut No Label”, which removed the logo from the iconic bottle to express a world without labels. Later cited by Naomi Klein in The Guardian, referenced in academic research, and copied by Coca-Cola. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/2ac4d713-20b7-4da6-9173-61d2d95af613/2019-01-26-07-11-15_lowres.jpg Home Stockholm Business Region: Strategic & creative lead for Stockholm Business Region, Visit Stockholm and Invest Stockholm (2020–2024). Helping shape the city’s overall brand strategy and strengthen its global reputation as one of the world’s most open and innovative capitals — through long-term strategic work and close collaborations with local partners across tourism, business and culture. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/2ac4d713-20b7-4da6-9173-61d2d95af613/2019-01-26-07-11-15_lowres.jpg Home Stockholm Business Region: Strategic & creative lead for Stockholm Business Region, Visit Stockholm and Invest Stockholm (2020–2024). Helping shape the city’s overall brand strategy and strengthen its global reputation as one of the world’s most open and innovative capitals — through long-term strategic work and close collaborations with local partners across tourism, business and culture. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/b6f5a9db-d70b-47ae-8d50-68c40dbda551/Klarna-dog-carrier-NYC.webp Home The Klarna Doggy Bag: Strategic & creative lead for Klarna’s “Doggy Bag” — turning a quirky New York subway rule into a real product and a global PR story. Part of Klarna’s U.S. debut that, five years later, culminated in its IPO. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/b6f5a9db-d70b-47ae-8d50-68c40dbda551/Klarna-dog-carrier-NYC.webp Home The Klarna Doggy Bag: Strategic & creative lead for Klarna’s “Doggy Bag” — turning a quirky New York subway rule into a real product and a global PR story. Part of Klarna’s U.S. debut that, five years later, culminated in its IPO. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/daa06a2f-e040-4682-85f2-be5dcdfc1630/Namnlo%CC%88st+2.jpg Home Lynk & Co, Our Cities Reimagined: Strategic & creative lead for Lynk & Co’s global brand initiative, designed to promote car sharing across Europe. Built on the insight that cars stand still 96% of the time, the idea reimagined what cities could look like if we made more room for people, not parking. Developed with Ipsos through the lens of inhabitants in eight of Europe’s largest cities, it was activated across markets with 450+ media features and a gross reach of 350 million. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/daa06a2f-e040-4682-85f2-be5dcdfc1630/Namnlo%CC%88st+2.jpg Home Lynk & Co, Our Cities Reimagined: Strategic & creative lead for Lynk & Co’s global brand initiative, designed to promote car sharing across Europe. Built on the insight that cars stand still 96% of the time, the idea reimagined what cities could look like if we made more room for people, not parking. Developed with Ipsos through the lens of inhabitants in eight of Europe’s largest cities, it was activated across markets with 450+ media features and a gross reach of 350 million. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/abf97ec5-372a-4550-80c8-7a28cf31f85c/tornet.jpg Home HomeAway Arlanda: Worked as Swedavia’s (Sweden’s airports) strategic and creative lead for several years — and one of the projects that really stood out was HomeAway Arlanda. The idea: turn the old air traffic control tower at Stockholm Arlanda Airport into a one-of-a-kind hotel suite filled with products, experiences and food available at the airport. What started as a showcase of Arlanda’s offering became a global PR phenomenon — reaching 1.5 billion people and winning Europe’s Best Tourism Campaign at the European Excellence Awards. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/abf97ec5-372a-4550-80c8-7a28cf31f85c/tornet.jpg Home HomeAway Arlanda: Worked as Swedavia’s (Sweden’s airports) strategic and creative lead for several years — and one of the projects that really stood out was HomeAway Arlanda. The idea: turn the old air traffic control tower at Stockholm Arlanda Airport into a one-of-a-kind hotel suite filled with products, experiences and food available at the airport. What started as a showcase of Arlanda’s offering became a global PR phenomenon — reaching 1.5 billion people and winning Europe’s Best Tourism Campaign at the European Excellence Awards. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/58172e02-12fd-456b-ac6e-af0cd734ae4c/volr+bild.png Home VOLT: Shaping the launch strategy and activation plan for Swedish Match’s tobacco-free nicotine pouch Volt — connecting PR, social, podcasts, events and collaborations into one coherent brand experience. In one of Sweden’s most competitive FMCG categories, Volt rose from nowhere to become the No. 3 brand in preference within a year. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/58172e02-12fd-456b-ac6e-af0cd734ae4c/volr+bild.png Home VOLT: Shaping the launch strategy and activation plan for Swedish Match’s tobacco-free nicotine pouch Volt — connecting PR, social, podcasts, events and collaborations into one coherent brand experience. In one of Sweden’s most competitive FMCG categories, Volt rose from nowhere to become the No. 3 brand in preference within a year. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/5c9e4540-e4ad-4d13-ae92-7d771c96aca8/METOD_VEDDINGE_TUTEMO_01.jpg Home IKEA Metod: Led the PR strategy for IKEA’s major kitchen launch Metod. Introduced the idea of modular design to highlight both the roots and forward thinking behind the innovation, creating a library of 70+ different media assets to help the world’s first launch stand out. A simple but powerful approach that turned a kitchen system into one of IKEA’s most talked-about design launches in years. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/5c9e4540-e4ad-4d13-ae92-7d771c96aca8/METOD_VEDDINGE_TUTEMO_01.jpg Home IKEA Metod: Led the PR strategy for IKEA’s major kitchen launch Metod. Introduced the idea of modular design to highlight both the roots and forward thinking behind the innovation, creating a library of 70+ different media assets to help the world’s first launch stand out. A simple but powerful approach that turned a kitchen system into one of IKEA’s most talked-about design launches in years. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/2ac523f7-acc5-4d24-9918-367a507fbf07/AKP_Naia_Campaign-8497.jpg Home The Naia Initiative: Strategic & creative lead for Spendrups’ functional-drink venture Naia – supporting the brand from development through launch and ongoing activation. In one of FMCG’s most competitive categories, even strong ideas struggle to break through. Naia never reached sustained traction and was eventually discontinued, but the work offered rare insight into why some propositions fail to stick and what to do differently next time. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/2ac523f7-acc5-4d24-9918-367a507fbf07/AKP_Naia_Campaign-8497.jpg Home The Naia Initiative: Strategic & creative lead for Spendrups’ functional-drink venture Naia – supporting the brand from development through launch and ongoing activation. In one of FMCG’s most competitive categories, even strong ideas struggle to break through. Naia never reached sustained traction and was eventually discontinued, but the work offered rare insight into why some propositions fail to stick and what to do differently next time. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/1eaacbeb-96b5-4e8d-b91a-791410639366/zlatan+legends.png Home Zlatan Legends: When Zlatan calls for your help, you say yes — and you add it to your portfolio. I was brought in as PR lead to craft the global launch plan for his mobile game, Zlatan Legends, developed with Isbit Studios. Not the hardest brief to get attention for, but still a record-breaking launch. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/1eaacbeb-96b5-4e8d-b91a-791410639366/zlatan+legends.png Home Zlatan Legends: When Zlatan calls for your help, you say yes — and you add it to your portfolio. I was brought in as PR lead to craft the global launch plan for his mobile game, Zlatan Legends, developed with Isbit Studios. Not the hardest brief to get attention for, but still a record-breaking launch. https://www.fundamentalworks.se/approach daily 0.75 2025-12-16 https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/88c483e8-df54-44c2-947f-f9348091e296/Ska%CC%88rmavbild+2025-11-20+kl.+15.08.35.png https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/a9cbe188-67ba-4b0c-a7e0-89b4160d8644/Norrlands+Ljus+x+Lollapalooza+2022123.jpg https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/e6f595aa-1fae-4b6b-868d-d02db107a7e1/bakgrund.jpg https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/9f7a6565-6966-4979-8b02-28f8f776692b/Norrlands+Ljus+x+Way+Out+West+2022+Friday.jpg https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/9d376749-04c8-4714-83bb-ccf2d116d4f7/Norrlands+Ljus+x+Lollapalooza+2022+.jpeg https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/8ac088b1-8c01-45da-bbd7-476d9fcffb95/Solfja%CC%88der.jpg https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/14710591-33c3-4d7b-9f3f-274b9afdadb8/karaoke+nordmark.jpg https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/299a081b-b6cb-4b0c-ba7c-1c790d70129e/Norrlands+Ljus+x+Way+Out+West_LR.jpg https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/d4d7d498-43ec-44f5-997b-5d8dcdd6aef4/652fe5f2b412e9ee3a402040_Comp20-transcode1-ezgif.com-video-to-gif-converter.gif Approach https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/b15dc7cc-c7e0-436a-9d40-ba99b26d320d/Ska%CC%88rmavbild+2025-11-20+kl.+16.03.33.png Approach https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/98a80636-c9d8-4263-88ad-7b7b1392fbfd/ljus%2Bsta%CC%8Aende.webp Approach https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/f895b043-0135-46c9-9fee-79cd41671ce8/Ska%CC%88rmavbild+2025-11-20+kl.+15.06.29.png Approach https://www.fundamentalworks.se/nolabel daily 0.75 2025-11-09 https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/e8a92a13-a8e0-41aa-84a8-ee6f1cef8d5d/No+Label.jpg https://www.fundamentalworks.se/smooothdogg daily 0.75 2025-11-08 https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/898c73e1-ec98-4038-b436-a24fc5494a63/snoop.webp https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/bc49b51b-d67d-4f18-b4a1-5b923627bbe6/snoop+big.webp https://www.fundamentalworks.se/doggybag daily 0.75 2025-11-09 https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/f5af03fb-5770-45ec-9fda-a24a514061ab/Klarna-nyc-subway-dog-carrier.webp https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/ce9bedef-1354-4301-aab4-f20e88e9e241/dog-in-bag-14.jpg https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/25333e44-2e34-4e72-9e45-57683f8b01a5/dog+bag+3.webp https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/4c374491-994b-46f9-a98e-0b3c38988019/subway.webp https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/5b1b92ab-195b-44a3-9307-7187f170647b/dog+bag+2.jpg https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/b5a530d5-acad-4f02-8658-df61b11d0665/191031_KLARNA_SHOT_02_0596_R1.jpg https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/68a25d08-9d3c-46d7-afcc-09b606a0fd60/191031_KLARNA_SHOT_02_0406_R2.jpg https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/a43b5a31-c265-4c02-8b85-341c033c63e7/191031_KLARNA_SHOT_01_0112_R2.webp https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/e11f8007-3858-45c9-b7dd-d5f0b78f40e3/191031_KLARNA_SHOT_01_1113_R1.jpg https://www.fundamentalworks.se/products daily 0.75 2026-01-11 https://www.fundamentalworks.se/collaboration daily 0.75 2025-12-10 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg Collaboration https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694583486-2PQT0LQ193RL7MCB6DX4/20140228_Trade+151_0046.jpg Collaboration https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694644871-IC85FNH781UNZSZEGHDR/Aro+Ha_0428.jpg Collaboration https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607007355264-EQINP2XUZQO9PPNNDRZD/Aro%2BHa_0010-larger.jpg Collaboration https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/d2625f23-4ebe-4ad0-ac0f-d8bb79b5f550/ljus+sta%CC%8Aende.jpg Collaboration Norrlands Ljus: Strategic & creative lead for the long-term repositioning of Spendrups’ Norrlands Ljus (2017–2024). Transforming a quiet sub-brand into one of Sweden’s most distinctive and fastest-growing beers. Proof that long-term consistency beats short-term noise, with Systembolaget sales up nearly 200% and Spendrups managing to raise prices by 35% in a flat category. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/42444e59-c4a5-4295-ada9-403bbc55cd06/180119_Get+Smoooth_Snoop+on+the+sofa_1920x1080.jpeg Collaboration Klarna – Smoooth Dogg: Strategic PR lead turning Snoop Dogg’s investment in Klarna into a global news story through clever reframing, transforming an advertising campaign into a cultural moment covered across business, lifestyle and entertainment media. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/fa1e60aa-cd10-41f7-8cbc-026e95a7c38e/0Y9A5418-Edit.jpg Collaboration GlobalConnect – Internet Culture Heritage: Strategic & creative lead, developing the overarching strategy and creative concept later rolled out across the Nordics. Turning Sweden’s most iconic viral moments into physical monuments and making the invisible network behind the internet part of popular culture. Multiple award-nominated, with one of Sweden’s biggest PR impacts in years — recognized by 35 % of Swedes within weeks of launch. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/e8a92a13-a8e0-41aa-84a8-ee6f1cef8d5d/No+Label.jpg Collaboration Absolut No Label: Strategic & creative lead for Absolut’s global LGBT initiative — developing the limited-edition product and campaign idea “Absolut No Label”, which removed the logo from the iconic bottle to express a world without labels. Later cited by Naomi Klein in The Guardian, referenced in academic research, and copied by Coca-Cola. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/2ac4d713-20b7-4da6-9173-61d2d95af613/2019-01-26-07-11-15_lowres.jpg Collaboration Stockholm Business Region: Strategic & creative lead for Stockholm Business Region, Visit Stockholm and Invest Stockholm (2020–2024). Helping shape the city’s overall brand strategy and strengthen its global reputation as one of the world’s most open and innovative capitals — through long-term strategic work and close collaborations with local partners across tourism, business and culture. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/b6f5a9db-d70b-47ae-8d50-68c40dbda551/Klarna-dog-carrier-NYC.webp Collaboration The Klarna Doggy Bag: Strategic & creative lead for Klarna’s “Doggy Bag” — turning a quirky New York subway rule into a real product and a global PR story. Part of Klarna’s U.S. debut that, five years later, culminated in its IPO. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/daa06a2f-e040-4682-85f2-be5dcdfc1630/Namnlo%CC%88st+2.jpg Collaboration Lynk & Co, Our Cities Reimagined: Strategic & creative lead for Lynk & Co’s global brand initiative, designed to promote car sharing across Europe. Built on the insight that cars stand still 96% of the time, the idea reimagined what cities could look like if we made more room for people, not parking. Developed with Ipsos through the lens of inhabitants in eight of Europe’s largest cities, it was activated across markets with 450+ media features and a gross reach of 350 million. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/abf97ec5-372a-4550-80c8-7a28cf31f85c/tornet.jpg Collaboration HomeAway Arlanda: Worked as Swedavia’s (Sweden’s airports) strategic and creative lead for several years — and one of the projects that really stood out was HomeAway Arlanda. The idea: turn the old air traffic control tower at Stockholm Arlanda Airport into a one-of-a-kind hotel suite filled with products, experiences and food available at the airport. What started as a showcase of Arlanda’s offering became a global PR phenomenon — reaching 1.5 billion people and winning Europe’s Best Tourism Campaign at the European Excellence Awards. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/58172e02-12fd-456b-ac6e-af0cd734ae4c/volr+bild.png Collaboration VOLT: Shaping the launch strategy and activation plan for Swedish Match’s tobacco-free nicotine pouch Volt — connecting PR, social, podcasts, events and collaborations into one coherent brand experience. In one of Sweden’s most competitive FMCG categories, Volt rose from nowhere to become the No. 3 brand in preference within a year. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/5c9e4540-e4ad-4d13-ae92-7d771c96aca8/METOD_VEDDINGE_TUTEMO_01.jpg Collaboration IKEA Metod: Led the PR strategy for IKEA’s major kitchen launch Metod. Introduced the idea of modular design to highlight both the roots and forward thinking behind the innovation, creating a library of 70+ different media assets to help the world’s first launch stand out. A simple but powerful approach that turned a kitchen system into one of IKEA’s most talked-about design launches in years. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/2ac523f7-acc5-4d24-9918-367a507fbf07/AKP_Naia_Campaign-8497.jpg Collaboration The Naia Initiative: Strategic & creative lead for Spendrups’ functional-drink venture Naia – supporting the brand from development through launch and ongoing activation. In one of FMCG’s most competitive categories, even strong ideas struggle to break through. Naia never reached sustained traction and was eventually discontinued, but the work offered rare insight into why some propositions fail to stick and what to do differently next time. https://images.squarespace-cdn.com/content/v1/68f537ed8f6e1e343ecb9d6d/1eaacbeb-96b5-4e8d-b91a-791410639366/zlatan+legends.png Collaboration Zlatan Legends: When Zlatan calls for your help, you say yes — and you add it to your portfolio. I was brought in as PR lead to craft the global launch plan for his mobile game, Zlatan Legends, developed with Isbit Studios. 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