Kool Design & Branding KOOL SUMMER LIMITED JET WAVE PACK EDITION 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
Creative Director Masahide Yoshimi, Masashi Koori
Art Director Yuriko Chikuyama
Copywriter Katsuya Takahashi
Designer Eriko Kudo, Tatsuo Tamaru, Takahiro Hasegawa, Itaru Takagi, Katsuhide Kobayashi
Released November 2010

Credits & Description

Category: Special Editions & Promotional Packaging
Product/Service: KOOL CIGARETTES
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.