Kool Design & Branding KOOL LIMITED EXPRESSIONS by Ogilvy & Mather Tokyo

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KOOL LIMITED EXPRESSIONS

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Industry Alcoholic drinks & Tobacco, Tobacco and Smoking Accessories
Media Design & Branding
Market Japan
Agency Ogilvy & Mather Tokyo
Executive Creative Director David Morgan
Creative Director Masahide Yoshimi, Masashi Koori
Art Director Yuriko Chikuyama, Tomoyuki Obata, Akihiko Ono
Copywriter Sato Hideaki
Designer Koiwai Reiko, Eriko Kudo, Keigo Matsumoto, Tatsuo Tamaru, Takahiro Hasegawa, Tomomi Onimaru, Emiko Kashimoto, Kenichiro Takahashi, Itaru Takagi, Katsuhide Kobayashi, Miki Fujimoto, Emiri Ito, Junkichi Tatsuki
Released November 2010

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: BRITISH AMERICAN TOBACCO JAPAN
Product/Service: KOOL CIGARETTES
Agency: OGILVY & MATHER JAPAN
Date of First Appearance: Nov 29 2010
Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN
Executive Creative Director: David Morgan (Ogilvy Action)
Creative Director: Masashi Koori (Ogilvy Action)
Creative Director: Masahide Yoshimi (Ogilvy Action)
Copywriter: Sato Hideaki (Ogilvy Action)
Art Director: Tomoyuki Obata (Ogilvy Action)
Art Director: Akihiko Ono (Ogilvy Action)
Art Director: Yuriko Chikuyama (Ogilvy Action)
Designer: Takahiro Hasegawa (Ogilvy Action)
Designer: Reiko Koiwai (Ogilvy Action)
Designer: Tomomi Onimaru (Ogilvy Action)
Designer: Emiko Kashimoto (Ogilvy Action)
Designer: Kenichiro Takahashi (Ogilvy Action)
Designer: Tatsuo Tamaru (Ogilvy Action)
Designer: Itaru Takagi (Ogilvy Action)
Designer: Katsuhide Kobayashi (Ogilvy Action)
Designer: Eriko Kudo (Ogilvy Action)
Designer: Keigo Matsumoto (Ogilvy Action)
Designer: Miki Fujimoto (Ogilvy Action)
Designer: Emiri Ito (Ogilvy Action)
Designer: Junkichi Tatsuki (Ogilvy Action)
Media placement: Cigarette Package - Convenience Store - 29 November 2010

Describe the brief from the client
Revitalise the usual “cool and refreshing” image of KOOL with the message of “Vibrant Energy”. This new message will convey the uplifting feeling of the two most exciting seasons of the year, summer & winter. This message will increase use, mainly among Marlboro Menthol while also developing higher loyalty among regular KOOL smokers.

Describe the challenges and key objectives
We developed five promotional designs under the theme of “VIBRANT ENERGY”. Each design followed the same theme yet was different from the other promotions. All the designs communicated the fun and exciting feelings of summer/winter, using the relevant colors, expressions, and attitudes of the season. Designs also conveyed the refreshing electricity of the menthol experience.

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
Packages were well-received by both retailers and consumers. It was also well-supported by retailers, with stocks gone far ahead of expectations.