Brief Explanation

The tobacco market in Japan was increasingly competitive, especially in the growing menthol segment. The KOOL brand was growing, but we still needed to create a point of difference, a reason to trial the product.

The Brief

The tobacco market in Japan was increasingly competitive, especially in the growing menthol segment. The KOOL brand was growing, but we still needed to create a point of difference, a reason to trial the product.

How the final design was conceived

To provide interesting and innovative products to generate a new buzz, we utilized unique-for-Japan 10 stick format, and expressed brand belief with 5 key words; Konnection, Kontinue, Kreative, Krazy, and Konfidence, which we named it a “K-culture” of KOOL. Design developed by creative collaboration designer to further enhance the consumer appeal. It was sold in nationwide convenience stores.

Indication of how successful the outcome was in the market

Attracted source of business due to the lower entry price (10’s) and the edgy design, so improving the brand appeal.