Revitalise the usual “cool and refreshing” image of KOOL with the message of “Vibrant Energy”. This new message will convey the uplifting feeling of the two most exciting seasons of the year, summer & winter. This message will increase use, mainly among Marlboro Menthol while also developing higher loyalty among regular KOOL smokers.

The emotions of summer are on the beach, in the water, amongst the waves. This excitement equals vibrant dynamism of the brand. We have developed the design based on the idea of "BEACH SPLASH". This actively expressed both the cool energy of water in summer as well as the refreshing electricity of the menthol experience. We created five different splash designs for each SKU to have a "Collectable" repeat purchase value. In addition, there was a hidden KOOL logo or brand name written in Japanese within the design.

Designed packages were well-received by both retailers and consumers, with stocks selling out ahead of expectations. Promotion successfully contributed to new trial building.