Kool Design & Branding KOOL SNOW STORM PACK by Ogilvy & Mather Tokyo

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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, Masashi Koori
Creative Director Masahide Yoshimi
Art Director Akihiko Ono
Copywriter Hideaki Sato
Designer Keigo Matsumoto, Junkichi Tatsuki
Released November 2010

Credits & Description

Category: Special Editions & Promotional Packaging
Product/Service: KOOL CIGARETTES
Date of First Appearance: Nov 29 2010
Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN
Executive Creative Director: David Morgan (Ogilvy&Mather)
Executive Creative Director: Masashi Koori (Ogilvy&Mather)
Creative Director: Masahide Yoshimi (Ogilvy&Mather)
Copywriter: Hideaki Sato (Ogilvy&Mather)
Art Director: Akihiko Ono (Ogilvy&Mather)
Planner: Azusa Fukai (Ogilvy&Mather)
Account Director: Yoshito Kawamura (Ogilvy&Mather)
Account Executive: Moriya Haruna (Ogilvy&Mather)
Account Executive: Masako Kato (Ogilvy&Mather)
Account Executive: Masaaki Mizoguchi (Ogilvy&Mather)
Production Account Director: Asako Hayashi (Redworks)
Designer: Keigo Matsumoto (Redworks)
Designer: Junkichi Tatsuki (Redworks)
Production Manager: Chie Sato (Ogilvy&Mather)
Traffic Controller: Eisuke Arai (Ogilvy&Mather)
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 summertime message of “Vibrant Energy”. This new message will convey the uplifting feeling of the winter and increase use, mainly among Marlboro menthol smokers at Family Mart(CVS).

Describe the challenges and key objectives
Our design idea was “THE COLOUR OF WINTER ENERGY”. Using illustration (a very rare choice in tobacco packaging), this design actively expressed the powerful storm of the winter as well as the refreshing electricity of the menthol experience. The strength of the storm was also different in accordance to tar level. With five different designs for each SKU with three different colour variations, there were a total of 15 designs for consumers to collect.

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 the market increased by 111% at the second week of promotion. Packages were well-received by consumers and the promotion successfully contributed to new trial building.