Brief Explanation

KOOL was growing yet needed to make a point of difference to win in the competitive menthol market. We were challenged to take ownership of the areas where our target consumers were condensed. One of the key areas was snow resorts, and we had to improve the brand image by making KOOL a relevant brand to the outgoing snowboarding target audiences.

The Brief

Utilizing the environment, improve its brand image by making it a relevant brand to the outgoing snowboarding target audiences who visit snow resorts.

How the final design was conceived

In the selected snow resorts, KOOL runs an annual winter campaign. Each year a series of special limited edition designs enhance the fun and exciting moment in the snow resort, utilizing relevant language, expression, and attitude to the environment used to build credibility. And it’s more than cool graphic design – the limited package is made from recyclable plastic so it is snow-proof for the users, and showcases the series of designs on the tipping of the product inside to cause WOM.

Indication of how successful the outcome was in the market

Japanese consumers are passionate about finding limited products and bringing it back as souvenir. This promotion took advantage of that habit, and made it succeeded in generating quick trial, and WOM as it gave them something to talk about from a brand that lives their lifestyle.