Swedish podcasters Johanna Nordström and Edvin Törnblom have recently opened up about their past collaboration with snus brand Volt, which they now deeply regret. The duo, known for their popular podcast "Ursäkta," described the experience as one of the worst decisions of their careers during the latest episode released on December 27, 2024.
According to Nordström, this misstep was not taken lightly, as they earned significant financial benefits from their partnership with Volt. "I understand it is problematic," she stated candidly, reflecting on past advertising decisions. The collaboration involved not only the podcast advertisements but also promotions on social media, where Volt created eye-catching posts, including one inspired by celebrity imagery featuring Kim Kardashian.
Edvin Törnblom echoed Nordström’s sentiment, admitting they were quite naive at the time of the collaboration. "We were really unaware—dumb, to put it bluntly," he expressed during the podcast. He described feeling charmed by the allure of professional marketing, saying, "It was all very attractive and well-executed, and I thought, 'This is great advertising.'" Looking back, he shared, "The way they threw money at us was completely insane. Seriously, completely insane." This realization came as they faced increasing public scrutiny.
Many fans quickly criticized the duo for partnering with Volt, particularly because it was targeted at younger audiences. Nordström pointed out the hypocrisy, noting, "Lots of influencers market other forms of tobacco-free snus, and they don’t receive the same level of backlash." She speculated this might be due to her substantial follower base on social media, particularly among younger women who might be more impressionable.
Despite the backlash, both podcasters stress they were not misled by Volt or its marketing teams. Rather, they felt swept up by the excitement of the branding campaign. The podcast veteran admitted, "We had no intention of misunderstanding the seriousness of this collaboration," highlighting the problematics involved with promoting nicotine products to young people.
The criticism became particularly intense against Nordström, which she described as overwhelming. She declared, "It was bizarre to witness such anger, as many others advocate similar products without as much backlash." The stark difference felt personal, as her animated style attracts followers primarily from the younger demographic.
For the advertising industry, particularly within the tobacco sector, there are increasingly complicated dynamics involved when using social media influencers. Public interest has heightened scrutiny over how products like snus are marketed, particularly due to their potential appeal to underage audiences. Observing trends today, there are stricter regulations on marketing snus compared to when Nordström and Törnblom engaged with Volt.
Swedish Match, the parent company of Volt, has refrained from commenting directly on the criticism aimed at Nordström and Törnblom. When approached by the media, communications director Robert Noord stated, "We don’t comment on specific collaborations. Our marketing is aimed exclusively at adults who are currently smokers or users of other nicotine products. Our promotions never target anyone under 25 years old."
This statement aligns with the broader challenges faced by the tobacco industry as regulators and advocates become increasingly vigilant about how tobacco products are portrayed through digital platforms. Still, the dilemma persists about the efficacy and ethicality of using influencers to market nicotine products.
While Nordström and Törnblom acknowledge their past errors, their story serves as a cautionary tale for both influencers and brands. It emphasizes the necessity for introspection and careful consideration when entering advertising agreements, especially with products under scrutiny for their potential harm to young individuals.
Reflecting on the lessons learned, Törnblom mentioned, "We were young and inexperienced, and it’s clear how much more thought needs to go behind such promotional partnerships. It’s about accountability and taking responsibility for the communities we influence. Our choice back then lacked the awareness it required."
Both presenters hope their candid revelations inspire reflection within their audience, enabling more responsible and nuanced discussions on the influence of advertising, particularly within social media. The backlash they received may have been harsh, but it’s spurred necessary dialogue about marketing ethics and the role of influencers. Recognizing past mistakes is the first step toward making more informed decisions moving forward.
Indeed, it appears Nordström and Törnblom’s experience could ignite broader conversations within the realms of advertising ethics and influencer responsibilities as they confront the tremors of societal change.
