PROBLEM: How do we make 18-40 year old men who’re against Systembolaget to like them a little bit better?

INSIGHT: Systembolaget aren’t allowed to talk about or show their products, but according to Swedish commercial customs at least they’re allowed to swear as much as they want to.

IDEA: Create self-irony by playing with the fact that Systembolaget can’t show their beverages, but on the other hand swear the fucking hell out of their commercials.