Nick’s, the Swedish brand of healthy snacks, named
Curiosity as its first creative agency of record, charged with expanding its U.S. presence.
Multiple shops vied for the business. Curiosity's experience helping challenger brands, such as Dude
Wipes, Zevo and Native achieve scale, was central to the win.
Founded in Stockholm in 2017, Nick's produces no-added-sugar ice cream, protein bards and candy. The company believes nutrition
and indulgence can coexist.
Curiosity will develop a brand platform that unites Nick's ice cream and bar businesses, targeted to millennials and Gen Z. First work is set for early 2026 and
will focus on social, shopper and cultural activations.
Strong in the Nordics, Nick's entered the U.S. shortly after its founding and distributes its products in Publix, Kroger, Wegmans and on
Amazon. Ice cream accounts for approximately 75% of the brand’s American sales, while European sales are driven by protein and snack bars. In 2024, it signed a partnership with the
Kardashians.
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“Nick’s is a brand on a mission to make ice cream and bars that are craveable, nutritious and part of culture. That’s the kind of challenger mindset we love and
thrive with,” said Ashley Walters, CMO at Curiosity. Johanna Strand, vice president, brand at Nick's, added she expects the agency to “bring the full Nick’s experience stateside in a
way that’s playful, smart and totally our style."
The win builds on Curiosity’s 2025 new-business assignments, including General Mills’ Blue Buffalo, Splenda and Clean Cult.
Curiosity's clients also include Procter & Gamble, Stop & Shop and Holland America Line.