Grey and Lucky Strike reinvent the cigarette pack
Unlike almost any other cigarette pack, the Lucky Strike pack is an icon. Now it opens up and tells stories.
(pr) Like hardly any other cigarette pack
the one from Lucky Strike is an icon. A classic of the
product design that the whole world knows.
Now Lucky Strike presents a special edition of their evergreen: the
Story Pack. Or as it is also called internally, the Wallet Pack.
Why Wallet? Because it opens like a wallet (=wallet).
and can be opened. The "double page" in it is used here for the first time to
used to bring the brand closer to the consumer. And that with
really amazing facts. Or who knew that part of the
tobaccos processed for Lucky Strike on the former tribal land
(in the U.S. state of Virginia) grows from Chief Powhatan, the father
of the Pocahontas we all know? Or that Lucky Strike was the first
the first industrially rolled cigarettes ever in 1916.
brought to the market?
The Story Packs are available in the two varieties Original Red and Original
Silver in circulation since August. For a deliberately induced
surprise effect, you either stumble upon them by chance, or you
orders them. The action is connected with the
Revision of the packages/variety names/tobacco mixture to the
beginning of the year and has as its primary goal to generate trials. BAT wants to
the Story Pack as a new medium of its own in the future as well.
use. One can be curious.
Responsible at British American Tobacco Switzerland SA, Lausanne:
Andreas Kilchherr, Head of Brands; Stéphane Waser, Brand Manager; Felix Jakob, Junior Brand Manager
Responsible at Grey:
Consulting: Michel Bratschi, Anne-Claude Wenger
Creative Direction: Enrico Bachmann
Art Direction: Charles Blunier
Text: Adrian Hoenicke
Graphics: Claudia Buehr, Dany Oppliger
Photographer: Patrick Rohner
the one from Lucky Strike is an icon. A classic of the
product design that the whole world knows.
Now Lucky Strike presents a special edition of their evergreen: the
Story Pack. Or as it is also called internally, the Wallet Pack.
Why Wallet? Because it opens like a wallet (=wallet).
and can be opened. The "double page" in it is used here for the first time to
used to bring the brand closer to the consumer. And that with
really amazing facts. Or who knew that part of the
tobaccos processed for Lucky Strike on the former tribal land
(in the U.S. state of Virginia) grows from Chief Powhatan, the father
of the Pocahontas we all know? Or that Lucky Strike was the first
the first industrially rolled cigarettes ever in 1916.
brought to the market?
The Story Packs are available in the two varieties Original Red and Original
Silver in circulation since August. For a deliberately induced
surprise effect, you either stumble upon them by chance, or you
orders them. The action is connected with the
Revision of the packages/variety names/tobacco mixture to the
beginning of the year and has as its primary goal to generate trials. BAT wants to
the Story Pack as a new medium of its own in the future as well.
use. One can be curious.
Responsible at British American Tobacco Switzerland SA, Lausanne:
Andreas Kilchherr, Head of Brands; Stéphane Waser, Brand Manager; Felix Jakob, Junior Brand Manager
Responsible at Grey:
Consulting: Michel Bratschi, Anne-Claude Wenger
Creative Direction: Enrico Bachmann
Art Direction: Charles Blunier
Text: Adrian Hoenicke
Graphics: Claudia Buehr, Dany Oppliger
Photographer: Patrick Rohner
