Grizzly was launched as a premium quality product at a value price to challenge century-old brands –– Copenhagen and Skoal –– who controlled 92% of the market. This strategy worked as Grizzly ended up with the #1 SKU in the industry.

But in order to strengthen loyalty and elevate its perception, we launched the Grizzly Outdoor Corps. Positioned as “habitat conservation for all the right reasons” the GOC connected the brand to its outdoorsman audience through authentic storytelling of real projects and expeditions, All while contributing nearly $3 million to wildlife habitat conservation. With 140K+ members, stronger perception (+85% favorability), and lasting cultural relevance, Grizzly proved that even in a regulated industry, purpose can power growth.