Kool: KOOL SUMMER LIMITED JET WAVE PACK EDITION

Credits & Description:

Category: Special Editions & Promotional Packaging

Advertiser: BRITISH AMERICAN TOBACCO JAPAN

Product/Service: KOOL CIGARETTES

Agency: OGILVY & MATHER JAPAN

Date of First Appearance: Aug 16 2010

Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN

Account Director: Fiona Watson (Ogilvy Action)

Account Director: Yoshito Kawamura (Ogilvy Action)

Agency Account: Moriya Haruna (Ogilvy Action)

Agency Account: Masako Kato (Ogilvy Action)

Agency Account: Masaaki Mizoguchi (Ogilvy Action)

Executive Creative Director: David Morgan (Ogilvy Action)

Creative Director: Masashi Koori (Ogilvy&Mather)

Creative Director: Masahide Yoshimi (Ogilvy&Mather)

Copywriter: Katsuya Takahashi (Ogilvy Action)

Art Director: Yuriko Chikuyama (Ogilvy Action)

Designer: Takahiro Hasegawa

Designer: Tatsuo Tamaru

Designer: Itaru Takagi

Designer: Katsuhide Kobayashi

Designer: Eriko Kudo

Planner: Maki Imaizumi

Production Manager: Eisuke Arai

Traffic Controller: Chie Sato (Ogilvy&Mather)

Senior Web Producer: Natsuko Shimizu

Director Mobile Production: Kenji Fukushima

Media placement: Cigarette Package - Convenience Store - 16 August 2010



Describe the brief from the client

Revitalize the usual “cool and refreshing” image of KOOL with the summertime message of “Vibrant Energy”. This new message will increase use, mainly among Marlboro menthol smokers at Seven Eleven (CVS).



Describe the challenges and key objectives

The joy of summer is found at the beach, in the cool, refreshing waves. Our idea of “BEACH SPLASH” conveys this refreshment, showing how KOOL menthol refreshes you just like an ocean wave. We created five different splash designs, giving each SKU a collectable repeat purchase value. In addition, KOOL and the double O logo were hidden within the design.



Describe how you arrived at the final design

The emotions of summer are on the beach, in the water, amongst the waves. This excitement equals vibrant dynamism of the brand. We have developed the design based on the idea of "BEACH SPLASH". This actively expressed both the cool energy of water in summer as well as the refreshing electricity of the menthol experience. We created five different splash design for each SKU to have a "Collectable" repeat purchase value. In addition, there was a hidden KOOL logo or brand name written in Japanese within the design.



Give some indication of how successful the outcome was in the market

Total share of the market of the three supported SKU’s (MILD, LIGHTS, and ACE) increased by 120%, two within two weeks after the launch of promotion. Among those, ACE especially had an outstanding increase of more than 137%. The total result was that this promotion successfully contributed to new trial building.