British American Tobacco Design & Branding KENT 'VOL' PROJECT by Ogilvy & Mather Tokyo

KENT 'VOL' PROJECT

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Industry Alcoholic drinks & Tobacco, Tobacco and Smoking Accessories
Media Design & Branding
Market Japan
Agency Ogilvy & Mather Tokyo
Executive Creative Director Shingo Ichimura, David Morgan
Creative Director Shoji Tamura
Art Director Takahisa Hashimoto
Producer Hiroaki Masuda
Released July 2011

Credits & Description

Category: Promotional Item Design
Advertiser: BRITISH AMERICAN TOBACCO JAPAN
Product/Service: KENT CIGARETTES
Agency: OGILVY & MATHER JAPAN
Account Director: Yasuhiro Makita (British American Tobacco Japan)
Executive Creative Director: Shingo Ichimura (Ogilvy & Mather Japan)
Executive Creative Director: David Morgan (Ogilvy & Mather Japan)
Creative Director: Shoji Tamura (Ogilvy & Mather Japan)
Copywriter: Takahisa Hashimoto (Ogilvy & Mather Japan)
Art Director: Takahisa Hashimoto (Ogilvy & Mather Japan)
Producer: Hiroaki Masuda (Wise)
Industrial Designer: Hironao Tsuboi (Hironao Tsuboi Design)
Graphic Designer: Takanori Kimura
Graphic Designer: Kiyoshi Imafuji
Graphic Designer: Eriko Wakabayashi 
Media placement: Gift Item - International Airport In Japan - July 1st, 2011

Describe the brief from the client
Tobacco sales in the Japan duty free retail environment is extremely challenging, and promotions are often used to attract highly value-conscious consumers. This promotion tactic has become so commonplace amongst manufacturers that its impact and appeal for both consumers and retailers alike has diminished. Therefore, our challenge was to develop a cutting-edge gift item that would maximise the sales promotion potential, retailer negotiations and effective KENT brand appeal.

Describe the challenges and key objectives
Since 'KENT' is sold in cartons at airport duty-free shops, many of the consumers are value conscious, and the presence or absence of a gift item often affects the brand selection. With competitors constantly conducting promotional actives using such items, encouraging brand switching was difficult. Thus, developing an innovative gift item was necessary for the purpose of a sales promotion and effective branding. We wanted to create a gift item appealing to KENT users - mainly business people in their 30's and 40's - and to increase purchasing appetites by offering a truly unique innovative gift item.

Describe how you arrived at the final design
Target consumers of KENT display a preference for digital/electronic gadgets. In order to shake up their perception of 'yet another gift item', and to stimulate to their intellectual curiosity, we teamed up with a product designer, Hironao Tsuboi to create a truly innovative portable speaker from scratch, which manifests the brand identity of 'Modern, Stylish, and Innovative'. This speaker has no buttons. Users turn on/off the speaker and adjust the volume by plugging the 'VOL', and turning the knob. A truly unique portable-speaker nobody has ever experienced.

Give some indication of how successful the outcome was in the market
The development of an unprecedented premium novelty item contributed to the innovative and sophisticated brand image of KENT. The spirit of challenging new things was highly evaluated by tobacco stores compared to our competitors. It contributed to sales acquisition and merchandising implementation, resulting in 0.9% increase in brand share from the previous year.