INTRO

Entering Scandinavia required more than distribution—it required cultural relevance.
Dr. Bronner’s needed to translate an American brand into a context defined by credibility, function, and a deeply embedded outdoor lifestyle.


CONTEXT & CHALLENGE

As part of a new market entry into Scandinavia, the objective was to position Dr. Bronner’s multi-use soaps as a viable, environmentally safe product for use in nature.

The challenge was twofold.

First, the brand had little association with outdoor culture and risked being perceived as a generic imported soap, competing with established local products like YES and other household soaps.

Second, Scandinavian audiences are highly attuned to authenticity—particularly around sustainability—making conventional influencer campaigns ineffective.

A traditional rollout would likely feel imposed rather than integrated.

APPROACH

The core strategy was to embed the product within the realities of Scandinavian outdoor life, rather than constructing a campaign around it.

Instead of producing content, we created an environment.
A small group of locally rooted outdoor profiles were brought together for a shared experience—built around familiar rituals: hiking, cooking, and moving through the landscape.

Midway through the day, after hours of hiking, the group stopped to cook over an open fire near the waterfall led by a local but globally renowned wildnerness chef. Equipment was minimal, conversation unstructured, and the pace dictated by the environment rather than a schedule. Cleaning up—usually an afterthought—became a natural moment of interaction with the product, not a staged demonstration.

The role of the brand was intentionally understated.
Dr. Bronner’s was introduced as a functional part of the day, allowing each participant to interpret and integrate it into their own narrative.

EXECUTION

Five Swedish outdoor influencers (15k–70k followers), all with strong regional credibility, were selected based on lived experience rather than audience size.

The group spent one day together in Northern Sweden:

Encountering wild reindeer
Hiking to Sweden’s tallest waterfall
Preparing food outdoors with a local wildlife chef
Using the product as part of the natural flow of the day
Each participant produced and published their own content across film and photography.

In parallel, we documented the day through a behind-the-scenes visual approach—capturing quiet moments, transitions, and interactions that would typically be excluded from a campaign.

My role spanned concept development, strategic direction, and on-site shaping of the narrative as it unfolded.

OUTCOME

The content generated strong engagement, almost half a million views, with high view-through and click-through rates across channels—indicating resonance within the target audience.

More importantly, the work reframed how the brand could operate in the region:

Demonstrated a credible visual and tonal direction for the Scandinavian market.
Established a working model for localized, experience-led storytelling.
Led to extended collaborations with selected creators integrating the product into their own expeditions.
The project shifted Dr. Bronner’s understanding of how to build relevance in a market where authenticity is a prerequisite.

VISUAL DIRECTION

The visual language is grounded in observation rather than production.

Natural light, minimal interference
Documentary framing over composition
Product integrated into real moments rather than isolated
This creates a sense of proximity—placing the viewer inside the experience rather than presenting it.