Nordic Sexual Health Brand RFSU Hijacks Snus Culture with "Bang"

May. 14, 2026

Across the Nordics, snus – small nicotine pouches typically sold in round, pocket-sized containers – has become a defining habit among young people. These containers are everywhere: in pockets, handbags, in hands at festivals, bars, and throughout everyday life. Now, Nordic sexual health brand RFSU is hijacking this behaviour by replacing the nicotine with condoms in a snus-style pocket container.

Developed in collaboration with creative agency Valtech Radon, the new product “Bang” aims to make carrying condoms as instinctive as carrying snus. According to RFSU’s annual survey, Kondomkollen, seven out of ten young people in the Nordics say they want to use condoms with a new partner, yet in reality, fewer than half actually do*. One of the most common reasons is simply not having a condom available at the moment.

At the same time, snus use among young people has increased significantly across the Nordics in recent years. Today, more than one in five Swedes aged 16–29 use snus daily, according to Statistics Sweden, the country’s official statistics agency.

Anette Otterström, Head of Brand & Communication at RFSU AB said:

“We know the willingness to use condoms is there, but behaviour doesn’t always follow because people simply don’t have one with them. Communication alone can’t solve that. We needed to intervene in the habit itself. With Bang, we’re borrowing an existing behaviour and turning it into something positive for sexual health. If young people already carry a small container everywhere, why not make it one that protects them?”

 

Each Bang container holds three condoms and is specifically designed to safely store them in a pocket or bag without damage. The campaign draws directly on the codes and aesthetics of Nordic snus culture, with the ambition of turning condoms into an everyday carry item rather than something people need to remember separately. The campaign will roll out across social media, OOH, festivals, and influencer collaborations throughout the Nordics.

Isak Landaboure Lengholm, Creative Director at Valtech Radon said:

"It’s rare to work with a client this fearless about meeting young people exactly where they are. Instead of moralising around youth culture or pretending snus doesn’t exist, RFSU decided to embrace a real behaviour and creatively redirect it. We essentially hacked one habit in order to protect another."

 

Bang launches on May 15 and will be available through convenience retailers, with additional launches in Finland and Denmark throughout the summer.