Product / ServiceKOOL
CategoryA07. Point of Sale
Entrant Company OGILVY & MATHER JAPAN Tokyo, JAPAN
Advertising Agency OGILVY & MATHER JAPAN Tokyo, JAPAN

Brief Explanation

International travelers had not been targeted because KOOL awareness is extremely low among international travelers. But Thai and Philippino should be targeted because; They like manthol taste cigarette, and they need a souvenir from Japan. Chinese and Korean do not smoke smoke menthol taste much. Bringing cigarettes into HK and Singapore is prohibited.

The Brief

KOOL had been promoted in summer to capture its target who is mainly 20's and 30's male when they travel abroad in summer vacation season. But promotion result does not show enough efficiency for the past several years. So consumer insight research was inducted in April, 2012 to explore marketing challenge.

How the final design was conceived

Followed by the above findings, innovative strategy was developed; 1. GWP with a purchase of 1 carton, not 2 carton, which is standard mechanism among the industry due to ROI efficiency. Also, this challenge demands a half unit production cost with maintaining enough appealing effect. 2. GWP to attract to both Japanese young make and international traveler, so Hybrid design is required to satisfy two targets with different insights.

Indication of how successful the outcome was in the market

Off take market share is increased by 0.4% in the period. Also, this marketing challenge was well-repeated from retailers and impressed them that BAT is innovative manufacture.


Name Company Position
Kazushi Sabi Nakanishi Dezain Inc. Art Director
Ryohei Wabi Kudo Dezain Inc. Art Director
Carolyn Jackson Ogilvy Action Japan K.k. Agency Account Director
Chie Sato Ogilvy/Mather Japan Agency Traffic
Koichi Ishizu Ogilvy Action Japan K.k. Agency Producer
Tomoyuki Obata Ogilvy Action Japan K.k. Art Director
Shoji Tamura Ogilvy Action Japan K.k. Creative Director
David Morgan Ogilvy Action Japan K.k. Executive Creative Director