BATJ utilized tactical activity to improve relations with key trade accounts, and to focus brand communication in key areas to maximize ROI. We took these multiple briefs, and came up with an ongoing sequential, strategic programme.

We created an ongoing series of designs that reflected the KOOL Brand’s love of lifestyle. Each one significantly different enough to grab refreshed attention, yet with the same underlying message about the brand: 7 waves incorporating 24 package designs.Impacting in 3 key areas:•　Gives the trade a reason to promote KOOL to promote sales. •　Appeal to new consumers who really want to buy something new, but need to see it first. •　To the KOOL consumer, who needs a reason to not just stay with the brand, but to continue loving it and spending money on it.

By releasing this crafted series of limited edition time and location pack designs and formats, KOOL got the coverage, distribution and disproportionately high visibility in key channels. This gained not only momentum for communicating the brand image and purchase incentives to new & existing consumers, but made KOOL continually visible across the year.KOOL raced ahead of Marlboro Menthol in terms of brand image, promotions saw a sales growth rate of up to +145%.