| Title | KOOL OPEN & CHANGE PACK (LIMITED EDITION PACK) |
| Brand | BRITISH AMERICAN TOBACCO JAPAN |
| Product / Service | KOOL MILDS BOX/KOOL LIGHTS BOX CIGARETTES |
| Category | B06. Other |
| Entrant | OGILVY & MATHER JAPAN Tokyo, JAPAN |
| Entrant Company: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
| Design/Advertising Agency: | OGILVY & MATHER JAPAN Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Mark Collis | Ogilvy/Mather Japan | ECD |
| Tomoyuki Obata | Ogilvyaction Japan | AD |
| Kohei Yamauchi | Flats Graphic | GD |
| Kenichi Muramatsu | Amana | Photographer |
| Maki Imaizumi | Ogilvyaction Japan | Planner |
| Fiona Watson | Ogilvyaction Japan | Account Manager |
| Tomohisa Masuda | Print Production | |
| Hidemichi Yamazaki | Print Production | |
| Shinobu Nakamura | Ogilvyaction Japan | Account |
| Moriya Haruna | Ogilvyaction Japan | Account |
In order to enhance client’s customer relationship, we were challenged to provide an exclusive and innovative idea to Family Mart, one of the major convenience stores in Japan. The idea needed to be fresh, innovative, and appealing to help grow customer’s business.
Utilizing the latest package innovation, we developed a new way to engage consumer through package. Based on “New Look” concept, a slide-open package became a unique tool to interact with consumers by opening it to sides, and see themselves in the mirror with a new look. It also triggered conversation with people around them for its uniqueness.
During the promotion period, it contributed to the grow SOM by 0.05%, and improved planogram and gain face store front fixture for higher visibility, and impacted positively on the KOOL franchise.