Kool: SOUND WAVE PACK EDITION

Credits & Description:

Category: Special Editions & Promotional Packaging

Advertiser: BRITISH AMERICAN TOBACCO JAPAN

Product/Service: KOOL CIGARRETES

Agency: OGILVY & MATHER JAPAN

Date of First Appearance: Aug 2 2010

Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN

Account Director: Fiona Watson (Ogilvy Action)

Account Director: Yoshito Kawamura (Ogilvy Action)

Group Creative Director: David Morgan (Ogilvy Action)

Executive Creative Director: Masashi Koori (Ogilvy&Mather)

Creative Director: Masahide Yoshimi (Ogilvy&Mather)

Copywriter: Katsuya Takahashi (Ogilvy Action)

Art Director: Tomoyuki Obata (Ogilvy Action)

Agency Planner: Maki Imaizumi

Agency Account: Moriya Haruna

Agency Account: Ryuta Nakamura

Agency Print Production: Hidemichi Yamazaki

Agency Traffic: Chie Sato (Ogilvy&Mather)

Graphic Designer: Rui Kawasaki

Graphic Designer: Tatsuo Tamaru

Graphic Designer: Eriko Kudo

Maneger: Asako Hayashi

Maneger: Tetsuzo Nagahata

: (R.J.Reynolds Tobacco)

: (Dai Ni Post-Production)

Media placement: Cigarette Package - Supermarket - 2 August 2010



Describe the brief from the client

Revitalise 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 Circle K Sanks(CVS).



Describe the challenges and key objectives

When using the product, consumers crush a capsule, making a sharp sound and releasing an instant boost of menthol. Taking this as our cue, our design concept was “SOUND WAVE”. This design expressed the sound of crushing the capsule, the waves of menthol that follow and the cool vibrations of summer music. Each SKU had a different wave to express the flavor or strength of the menthol.



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 designs 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 BOOST increased from 0.89% to 1.11%; total share of MIXX, from 0.32% to 0.48%.

Designed packages were well-received by consumers and the promotion successfully contributed to new trial building.