The market for tobacco- and nicotine free products grew sharply during the first part of the 2010’s. At that point, there were several brands of nicotine free snus on the market – but none where the name was directly linked to trying to quit. The challenge was to find a new name for Gotlandssnus’ product, Tobak- och Nikotinfri. A name that would refer both to its contents and its purpose.
We wanted a name that would be immediately associated with quitting nicotine, and we quickly landed on Qvitt. Qvitt refers to the Swedish word, kvitt, which means to be rid of something. We chose to change the initial letter to a Q, in order to make the product distinctive.
The concept – It’s never been easier to quit – came quite naturally, based on the name and contents of the product. It’s also in line with the fact that many snus users find it very difficult to quit nicotine without a substitute.