ANSWERING THAT BURNING QUESTION

SUMMARY

IQOS are an alternative to cigarettes and vaping that offer the same satisfaction, but which are less harmful.

Unlike cigarettes, IQOS doesn’t produce tar as they heat tobacco instead of burning it. They are also a more cost-effective choice, being up to 50% more affordable than cigarettes.

Since launching in the UK, they have struggled to find a consistent positioning within their market, resulting in opposing messaging across their various channels.

I worked with them to help align and clairfy their creative across all potential touchpoints, offering a clear communication and enhancing the consistency and strength of the brand.

CLIENT: PMI  AGENCY: Brave
SCOPE: Art direction, digital design, POS, retail activation

FROM CAMPAIGN WORK TO RETAIL ACTIVATION, IT WAS IMPORTANT TO GROW AND ESTABLISH A CONSISTENT BRAND FOR PEOPLE TO ENGAGE WITH ACROSS EVERY POSSIBLE CHANNEL.

EDUCATION WAS KEY IN THE CREATION OF THE VARIOUS MATERIALS. IT WAS IMPORTANT TO HIGHLIGHT THE VAST BENEFITS OF MAKING THE SWITCH TO IQOS. 

AS WELL THE STANDARD DIGITAL CONTENT BEING PRODUCED, WE ALSO WORKED ON IMPROVING THE WAY IN WHICH THE CONSUMER SHOPS ONLINE AND THE EDUCATION AND SUPPORT THEY CAN GET WHEN MAKING PURCHASES.

AS WELL AS CREATING POS AND DIGITAL ASSETS, WE ALSO EXPLORED ENHANCING THE CUSTOMER EXPERIENCE WITHIN THEIRS AND THEIR PARTNERED BRANDS STORES.