Brief Explanation

KOOL was growing yet needed to make a point of difference to win in the competitive menthol market. Taking advantage of summer, when menthol consumption is very high, we were challenged to take ownership of summer beach resort, which does not only fits the KOOL brand image of active, energetic, and stylish, but also a location where many of our target consumers (male smokers in 20’s) gather, looking for enjoyment.

How the final design was conceived

This special limited edition designs enhance the fun and exciting moment in the beach resort, utilizing relevant language, expression, and attitude to the environment used to build credibility. And it’s more than cool graphic design – this innovative re-usable package format is splash-proof silicon with magnet reseal, and specifically designed to only match KOOL products. Design carried through to the product with a 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.