The glowing entertainer
Tobacco industry Sulzer Sutter strengthens the brand personality of Parisienne with a small world premiere - 10 by 15.5 cm - or more precisely: a packaging promotion.
Tobacco industry Sulzer Sutter strengthens the brand personality of Parisienne with a small world premiere - 10 by 15.5 cm - or more precisely: a packaging promotion.
It is probably the oldest advertising space, but is still often reduced to functionality by many industries: packaging. The cigarette industry is not exactly innovative in this sense either. The numerous national and international creative awards for the Parisienne packaging design "Smoke local" were therefore hardly surprising. In-house agency Sulzer Sutter had given the packaging of the Swiss BAT cigarette brand an unusual local color with various city maps, thus making the origin of the brand clear once again. On the other hand, Parisienne was once again able to break out of the unwritten rules of the industry and confirm its individualistic target group in its lifestyle avant-garde, and in the merry month of this year, the unconventional cigarette wants to attract attention again with unusual communication measures. The creative team led by CD Francis Sulzer and Felix Dammann has once again chosen packaging as the main medium.
59 times Facts, Figures & FunWhoever opens a Parisienne soft pack in the coming weeks will find one of 59 different subjects on the inside of the pack, which will surprise them again and again with their variety - entertainment, curiosities and puzzles. "We didn't just let ourselves be tempted into a remake of Ben Schott's hodgepodge, but developed our own ideas," says Sulzer. Naturally in the familiar Swiss, quirky Parisienne style and in the three or four true national languages - including a crash course in Romansh.
A cigarette packaging with the qualities of a dialog tool has probably never existed in this form before, consultant Jasna Smojvir is certain.
One of the motifs explains which farmer you can lease your own dairy cow from, while another ironically shows how to prepare a coq au vin - catch the chicken, press it into a wine bottle, leave it to cook in the sun - et voilà. Another type of pack is dedicated to a wide range of small-talk topics such as women's suffrage or the ranks of the Swiss army, "so that from now on everyone can join in the salute", as the packaging explains. But that's not all: the soft packs also contain information about the traditional sport of Hürnen from Furna, the only snow burner on the Swiss railroads, the Schengen Agreement and St. Gallen bratwurst, as well as quirky crossword puzzles, funny burn hole mending tips and a scantily clad pin-up girl. Entertainment, knowledge and distraction are provided.
A total of over six million limited edition packs will be produced for the 59-subject campaign. The limited edition will be advertised above and below the line in the typical spirit of the anti-brand: Ads demonstrate in an original way how the problem of homeless cigarettes can be solved - with the real Parisienne humidor, a Tupperware bowl, or a cling pouch. In addition, promoters in trendy locations offer customers exactly these replacement packs. In addition, various POS measures are used, such as the Parisienne fun booklet and the specially produced website Interieure.ch, where all the subjects can be found as well as the solutions to the relevant packaging puzzles.
Parisienne packs entertainment, knowledge and distraction.
It is probably the oldest advertising space, but is still often reduced to functionality by many industries: packaging. The cigarette industry is not exactly innovative in this sense either. The numerous national and international creative awards for the Parisienne packaging design "Smoke local" were therefore hardly surprising. In-house agency Sulzer Sutter had given the packaging of the Swiss BAT cigarette brand an unusual local color with various city maps, thus making the origin of the brand clear once again. On the other hand, Parisienne was once again able to break out of the unwritten rules of the industry and confirm its individualistic target group in its lifestyle avant-garde, and in the merry month of this year, the unconventional cigarette wants to attract attention again with unusual communication measures. The creative team led by CD Francis Sulzer and Felix Dammann has once again chosen packaging as the main medium.
59 times Facts, Figures & FunWhoever opens a Parisienne soft pack in the coming weeks will find one of 59 different subjects on the inside of the pack, which will surprise them again and again with their variety - entertainment, curiosities and puzzles. "We didn't just let ourselves be tempted into a remake of Ben Schott's hodgepodge, but developed our own ideas," says Sulzer. Naturally in the familiar Swiss, quirky Parisienne style and in the three or four true national languages - including a crash course in Romansh.
A cigarette packaging with the qualities of a dialog tool has probably never existed in this form before, consultant Jasna Smojvir is certain.
One of the motifs explains which farmer you can lease your own dairy cow from, while another ironically shows how to prepare a coq au vin - catch the chicken, press it into a wine bottle, leave it to cook in the sun - et voilà. Another type of pack is dedicated to a wide range of small-talk topics such as women's suffrage or the ranks of the Swiss army, "so that from now on everyone can join in the salute", as the packaging explains. But that's not all: the soft packs also contain information about the traditional sport of Hürnen from Furna, the only snow burner on the Swiss railroads, the Schengen Agreement and St. Gallen bratwurst, as well as quirky crossword puzzles, funny burn hole mending tips and a scantily clad pin-up girl. Entertainment, knowledge and distraction are provided.
A total of over six million limited edition packs will be produced for the 59-subject campaign. The limited edition will be advertised above and below the line in the typical spirit of the anti-brand: Ads demonstrate in an original way how the problem of homeless cigarettes can be solved - with the real Parisienne humidor, a Tupperware bowl, or a cling pouch. In addition, promoters in trendy locations offer customers exactly these replacement packs. In addition, various POS measures are used, such as the Parisienne fun booklet and the specially produced website Interieure.ch, where all the subjects can be found as well as the solutions to the relevant packaging puzzles.
Parisienne packs entertainment, knowledge and distraction.
Where to put the homeless cigarette? Sulzer Sutter has a patented solution for Parisienne.
What's the difference? The answer is Parisienne.
Luca Aloisi
