FIND YOUR GLOW
Client: GLO (British American Tobacco)
Category: Strategy, Branding, Digital Campaign
Date: May 2020
Problem: With the perception that Tobacco Heating Products don't give smokers the same experience and feel like regular cigarettes, our challenge was to position GLO as a transforming leader of tobacco industry.
Idea: Considering smoking as a social experience, mass popularity of lifestyle brands, millennials as healthy-aware generation and importance of peer influence, we steered brand building into the lifestyle category, making it more modern, more about people, experiences & energy and more simple and sustainable.
Solution: We revived brand identity by adding more human characteristics in advanced tech, creating ideas for complete brand strategy - clear positioning and differentiation, customer segments and an advertising campaign, building social media activities, web content, NFC tags, AR feature, product customization, brands collabs, online and offline ads et cetera.
Ray of Light
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