Revitalise the usual “cool and refreshing” image of KOOL with the summertime message of “Vibrant Energy”. This new message will increase use, mainly among Marlboro menthol smokers at Circle K Sanks(CVS).

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.

Total share of BOOST increased from 0.89% to 1.11%; total share of MIXX, from 0.32% to 0.48%.Designed packages were well-received by consumers and the promotion successfully contributed to new trial building.