Kool Design & Branding KOOL WINTER LIMITED ACTIVE WINTER PACK EDITION by Ogilvy & Mather Tokyo

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KOOL WINTER LIMITED ACTIVE WINTER PACK EDITION

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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
Designer Koiwai Reiko, Eriko Kudo, Keigo Matsumoto, Tatsuo Tamaru, Takahiro Hasegawa, Tomomi Onimaru, Emiko Kashimoto, Kenichiro Takahashi, Itaru Takagi, Katsuhide Kobayashi, Miki Fujimoto
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
Agency Account Director: Fiona Watson
Agency Account Director: Yoshito Kawamura
Agency Account: Moriya Haruna
Agency Account: Masako Kato
Agency Account: Masaaki Mizoguchi
Executive Creative Director: David Morgan
Creative Director: Masashi Koori
Creative Director: Masahide Yoshimi
Art Director: Yuriko Chikuyama
Designer: Reiko Koiwai
Designer: Takahiro Hasegawa
Designer: Tomomi Onimaru
Designer: Emiko Kashimoto
Designer: Kenichiro Takahashi
Designer: Tatsuo Tamaru
Designer: Itaru Takagi
Designer: Katsuhide Kobayashi
Designer: Eriko Kudo
Designer: Keigo Matsumoto
Designer: Miki Fujimoto
Media placement: Cigarette Package - Convenience Store - 29 November 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 convey the uplifting feeling of the winter and increase use, mainly among Marlboro menthol smokers at Seven Eleven (CVS).

Describe the challenges and key objectives
Our design was “ACTIVE WINTER”, featuring a snowball motif that expressed the product characteristic of crushing a capsule and releasing a sudden extra menthol sensation. 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 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
Designed packages were well-received by both retailers and consumers, with stocks selling out ahead of expectations. Promotion successfully contributed to new trial building.