Smoke has many colors
Tabak Grendene and Ogilvy & Mather have launched a campaign for House of Pall Mall featuring a whole range of new products.
Tobacco Grendene, Ogilvy & Mather have launched the campaign for a whole range of new products for House of Pall Mall.The British American Tobacco (BAT) cigarette brand Pall Mall launched a whole range of new tobacco products on October 9. Grendene, Ogilvy & Mather in Zurich had the "honor and pleasure" of creating a comprehensive launch and information campaign. With this launch, Pall Mall will be the first tobacco brand in Switzerland to offer a whole range of different tobacco products in addition to cigarettes - from mini cigars to fine cuts and slim cigarettes. Now, for the first time, smokers "really have a choice", says Frank Wilde, Brand Manager at BAT Switzerland in Lausanne. With four new varieties, the traditional tobacco brand Pall Mall covers the most diverse needs of today's smokers far beyond the classic cigarette.
With the newly launched tobacco categories Super Slim, Small Cigars, Stix Tobacco and Roll Your Own, Pall Mall offers smokers in Switzerland the largest selection of tobacco categories within the same brand.
With these new products, Pall Mall is not only bringing more choice to the shelves, but also visibly more color to tobacco advertising. From October, strikingly colorful posters, advertisements and other communication media at the kiosk will clearly announce the new variety - as "The New Choice of Pall Mall."
The information campaign created by Grendene, Ogilvy & Mather for Pall Mall Switzerland promotes individual new products as well as the entire product range. The individual tobacco categories were assigned five very strongly differentiating colors, which set a visual accent for the corresponding new category when used at poster sites or kiosks as the respective basic colors of the advertising material. "The integrated listing of all products also makes the new, complete selection the core message," explains Account Director Jonathan Schipper.
The campaign aims to further increase awareness of the traditional brand in Switzerland. Pall Mall is one of British American Tobacco's leading brands worldwide and is the Group's fastest-growing brand. "We need to build on this success in Switzerland," said Creative Director Luigi Grendene of his team.
The campaign will kick off with a national poster display from October 9 to 22, 2006. This will be accompanied by advertisements in selected print titles.
The various bottom-the-line measures are also attracting greater attention. Back in August, current Pall Mall smokers were informed about the upcoming new products via in-pack and on-pack advertising, and the new product family was also presented to kiosk staff in a comprehensive sales folder. Particularly noteworthy in this context is a sales kit in the form of a presentation case containing all the new products and information.
At the point of sale, the introduction of the new selection is supported with numerous POS elements. These include displays, floor stickers, window stickers, flatscreen movies and more. Together, all communication tools create an appearance that is intended to be as diverse as the Pall Mall brand itself.
Andreas Panzeri
With the newly launched tobacco categories Super Slim, Small Cigars, Stix Tobacco and Roll Your Own, Pall Mall offers smokers in Switzerland the largest selection of tobacco categories within the same brand.
With these new products, Pall Mall is not only bringing more choice to the shelves, but also visibly more color to tobacco advertising. From October, strikingly colorful posters, advertisements and other communication media at the kiosk will clearly announce the new variety - as "The New Choice of Pall Mall."
The information campaign created by Grendene, Ogilvy & Mather for Pall Mall Switzerland promotes individual new products as well as the entire product range. The individual tobacco categories were assigned five very strongly differentiating colors, which set a visual accent for the corresponding new category when used at poster sites or kiosks as the respective basic colors of the advertising material. "The integrated listing of all products also makes the new, complete selection the core message," explains Account Director Jonathan Schipper.
The campaign aims to further increase awareness of the traditional brand in Switzerland. Pall Mall is one of British American Tobacco's leading brands worldwide and is the Group's fastest-growing brand. "We need to build on this success in Switzerland," said Creative Director Luigi Grendene of his team.
The campaign will kick off with a national poster display from October 9 to 22, 2006. This will be accompanied by advertisements in selected print titles.
The various bottom-the-line measures are also attracting greater attention. Back in August, current Pall Mall smokers were informed about the upcoming new products via in-pack and on-pack advertising, and the new product family was also presented to kiosk staff in a comprehensive sales folder. Particularly noteworthy in this context is a sales kit in the form of a presentation case containing all the new products and information.
At the point of sale, the introduction of the new selection is supported with numerous POS elements. These include displays, floor stickers, window stickers, flatscreen movies and more. Together, all communication tools create an appearance that is intended to be as diverse as the Pall Mall brand itself.
Andreas Panzeri
