Nyco & Tyna: NYCO&TYNA

Credits & Description:

Advertiser: I-PRODUCTS
Agency: COOEE ITALIA
Category: Own Label and Private Label brands
Copywrither: Mauro Miglioranzi (Cooee Italia)
Graphic Designer: Roberto Cantaboni (Cooee Italia)
Creative Director: Mauro Miglioranzi (Cooee Italia)

Outcome
After the first year of Nyco & Tyna on the market the desired effect of the company I-PRODUCTS, client and agency was product saturation (to the satisfaction of both): break even reached. The market really liked the original approach and at the same time simple and immediate brand (Nyco & Tyna). Now we start with a new development of marketing and sales, expanding and diversifying the distribution channels in a more precise approach. New communication projects, including the web and digital tapping social networks are also planned.

Implementation
In addition to the creation of two strong names and the product identification of "electronic cigarette", we wanted to use a visual language that was very simple and straightforward, with eye-catching graphics - vintage style - even a nostalgic wink at the past. We also tried to play down, as much as possible, the very serious problem of the damage caused by smoking itself. Calling the two electronic cigarettes by name: Nyco & Tyna, and graphically displaying them with a nice mustache for ‘Him’ (Nyco - electronic cigarette with nicotine), and with nice red lips for ‘Her’ (Tyna - electronic cigarette without nicotine), we wanted to bring the product to the targeted smoker in a guilt-free way.

Client Brief Or Objective
Product:I-Products, a new-born Italian company, plans to launch two disposable electronic cigarettes in the national market: one with nicotine and one nicotine free.Target:Male and Female Smokers of all ages are the target.Market placement:The placement has to be distinctive.Goals:To launch on the Italian market two disposable electronic cigarettes with an iconic name and look. Distribution:Products will be sold at kiosks and bars inside train stations and airports and at service stations. Branded shops' opening to be determined.Budget:First year investment below/lower than €50,000.00.

Brief Explanation
Our marketing objectives were to launch a new product on the market, from the point of view of image and positioning. It’s clear that the purpose of the electronic cigarette is to try to quit smoking, or at least to reduce the damage created by both active and passive smoking. The first distribution channels where the products have already begun being sold are airports, bars and rest stops. Additional distribution is in development for Italian rest stops as well as the creation and distribution in single-brand retail outlets.