Brief Explanation

In order to enhance client’s customer relationship, we needed to provide an exclusive and innovative idea to CKS, one of the major convenience stores in Japan. We were challenged to provide a sensationally cool idea so that customer could make an impact and attract target consumer’s attention (male smokers in 20’s).

The Brief

In order to enhance client’s customer relationship, we needed to provide an exclusive and innovative idea to CKS, one of the major convenience stores in Japan. We were challenged to provide a sensationally cool idea so that customer could make an impact and attract target consumer’s attention (male smokers in 20’s).

How the final design was conceived

To grab consumer’s attention and induce an immediate trial purchase, refreshingly different look was required. This “Wild Style Pack” enhanced bold and adventurous spirit of the brand while utilizing the cutting edge trend to keep the brand in the know.

Indication of how successful the outcome was in the market

During the promotion period, it contributed to increase sales by 45% over the previous month, and grow KOOL’s share of market by 1.5% within CKS. It also generated WOM by having consumers write about this package on their blogs.