Kool Design & Branding SOUND 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 Masashi Koori
Creative Director Masahide Yoshimi
Art Director Tomoyuki Obata
Copywriter Katsuya Takahashi
Released November 2010

Credits & Description

Category: Special Editions & Promotional Packaging
Product/Service: KOOL CIGARRETES
Date of First Appearance: Aug 2 2010
Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN
Account Director: Fiona Watson (Ogilvy Action)
Account Director: Yoshito Kawamura (Ogilvy Action)
Group Creative Director: David Morgan (Ogilvy Action)
Executive Creative Director: Masashi Koori (Ogilvy&Mather)
Creative Director: Masahide Yoshimi (Ogilvy&Mather)
Copywriter: Katsuya Takahashi (Ogilvy Action)
Art Director: Tomoyuki Obata (Ogilvy Action)
Agency Planner: Maki Imaizumi
Agency Account: Moriya Haruna
Agency Account: Ryuta Nakamura
Agency Print Production: Hidemichi Yamazaki
Agency Traffic: Chie Sato (Ogilvy&Mather)
Graphic Designer: Rui Kawasaki
Graphic Designer: Tatsuo Tamaru
Graphic Designer: Eriko Kudo
Maneger: Asako Hayashi
Maneger: Tetsuzo Nagahata
: (R.J.Reynolds Tobacco)
: (Dai Ni Post-Production)
Media placement: Cigarette Package - Supermarket - 2 August 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 increase use, mainly among Marlboro menthol smokers at Circle K Sanks(CVS).

Describe the challenges and key objectives
When using the product, consumers crush a capsule, making a sharp sound and releasing an instant boost of menthol. Taking this as our cue, our design concept was “SOUND WAVE”. This design expressed the sound of crushing the capsule, the waves of menthol that follow and the cool vibrations of summer music. Each SKU had a different wave to express the flavor or strength of the menthol.

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 BOOST increased from 0.89% to 1.11%; total share of MIXX, from 0.32% to 0.48%.
Designed packages were well-received by consumers and the promotion successfully contributed to new trial building.