CoinShares, Europe’s leading digital asset investment firm, has launched the “Crypto Puppies” campaign in Sweden, a playful initiative aimed at encouraging crypto awareness by leveraging Swedes' love for their dogs. This campaign was developed in collaboration with Swedish agency Save Our Souls, aiming to dispel negative perceptions and make crypto investing feel more accessible.
According to recent data from Novus, only 9% of Swedish investors have ventured into crypto, below the European average of 12%. CoinShares CEO Jean-Marie Mognetti attributes this to persistent negative media coverage in Sweden. The “Crypto Puppies” campaign uses the deep cultural attachment Swedes have to pets, particularly dogs, to create a welcoming image for digital assets.
Sweden’s strong bond with pets is evident—nearly 90% of dog owners insure their pets, the highest rate globally, and Swedish animal welfare laws are among the strictest worldwide. The campaign taps into this relationship, using images of puppies alongside crypto information to create a positive association.
Olle Langseth, creative lead at Save Our Souls, commented, “Getting people to reconsider something they instinctively dislike is a challenge. But what happens if they receive information about something they don’t like while looking at something they do like?” This approach, Langseth believes, could help Swedes reconsider crypto more openly.
A Month-Long Campaign for Change:
The “Crypto Puppies” campaign will run for over a month, featuring digital videos, billboards, and ads in major financial publications. CoinShares has also partnered with Swedish influencers to reach a wider audience. The campaign coincides with CoinShares’ reintroduction of its Nordic product, CoinShares XBT Provider, launched in 2015.
As global digital asset investments reach record highs following the recent U.S. election, Mognetti hopes “Crypto Puppies” will help Sweden regain its pioneering spirit in the digital asset space. “We are eager to see if ‘Crypto Puppies’ helps Swedes reconsider crypto with a more open mind,” he stated.
