SOBRANIE KS by Brand Union for Sobranie

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SOBRANIE KS

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Industry Alcoholic drinks & Tobacco, Tobacco and Smoking Accessories
Media Promo & PR
Market United Kingdom
Agency Brand Union
Art Director Sue Daun, Ewan Ferrier
Copywriter Lisa Waughman
Designer Damien Fournival, Chris Blaydes, Jonny May
Released October 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: JTI
Product/Service: TOBACCO
Agency: THE BRAND UNION
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: THE BRAND UNION, London, UNITED KINGDOM
Art Director: Sue Daun (The Brand Union)
Art Director: Ewan Ferrier (The Brand Union)
Senior Designer: Mark Chatelier (The Brand Union)
Designer: Jonny May (The Brand Union)
Designer: Damien Fournival (The Brand Union)
Designer: Chris Blaydes (The Brand Union)
Digital Programmer: Mitch Okonto (The Brand Union)
Copywriter: Lisa Waughman (The Brand Union)
Client Director: Jonny Westcar (The Brand Union)
Media placement: Cannes Lions entry - Cannes entry - 01 November 2009
Media placement: Installation - Millionaires Fair, Moscow - 01 November 2009
Media placement: Graphic Language - Millionaires Fair, Moscow - 01 November 2009
Media placement: Promotional Merchandise - Millionaires Fair, Moscow - 01 November 2009
Media placement: Application to Advertising - Millionaires Fair, Moscow - 01 November 2009
Media placement: Graphic Device - Millionaires Fair, Moscow - 01 November 2009
Media placement: Retail display - Millionaires Fair, Moscow - 01 November 2009
Media placement: Sobranie KS pack shot - Millionaires Fair, Moscow - 01 November 2009
Media placement: Installation - Millionaires Fair, Moscow - 01 November 2009
Media placement: Digital application - Millionaires Fair, Moscow - 01 November 2009

Describe the objective of the promotion.
Sobranie, the oldest tobacco brand (1897), is a prestige luxury brand. 1. to help leverage the high-levels of intrinsic luxury, equity and awareness Sobranie enjoys, whilst re-inventing the brand for today's smokers, competing with the likes of Dunhill and Davidoff 2. to create a distinctive brand world, communications and experiential platform for Sobranie to support the launch of the new product offer - Sobranie King Size - helping the brand towards a competitive share of the profitable prestige tobacco market in Russia.

Describe how the promotion developed from concept to implementation
1. Repositioning an established classic brand towards a more contemporary consumer. 2. Creating a differentiating brand world that balanced the need to communicate intrinsic product qualities with image attributes. 3. Leveraging 130 years of tobacco craftsmanship in ways relevant to today's smokers. 4. Establishing an opinion-leader / early adopter communications strategy that would allow the brand to grow via word-of-mouth. 5. Working through all elements of the marketing mix, from advertising to POSM, from special artists collaborations to PR & Event, to drive a consistent message at launch for the brand.

Describe the success of the promotion with both client and consumer including some quantifiable results
A successful launch at the Millionaires Fair in Moscow October 2009, Sobranie being the main sponsor, with the biggest space allocation during the event. 11,200 trial (pack sampling), 980 database contacts.

Explain why the method of promotion was most relevant to the product or service
Starting with the compelling turth of the Sobranie name - meaning 'a meeting place of exceptional people' - we put challenging perceptions and delivering disruption at the heart of our approach. Through 'Uniting the Exceptional', all touchpoints are delivered through a dynamic design language that breaks the uniformity of and challenges customer perceptions of the prestige category. From commissioning light art for promotional installations or utilising digital media to build bespoke and intimate relationships between Sobranie and consumers, to launching by way of sponsoring The Millionaire's Fair, our approach is an attitude instead of a concept, allowing the brand to deliver visual disruption across a variety of touchpoints.