The language of menthol is unequivocal and appears in different categories, many of which share exhibition in the points of sale and coexist with the cigarettes in the consumer's pockets. For this, we decide to use this language; to generate an experience in menthol that will be targeting older consumers, for whom the “consumer take out” would be “Kool is the menthol authority”. Additionally, to close the message, a team of sampling models made clear that the product has many sensations for the night, which was the reason why the brand developed different versions for each of them.

This ad was a key tool that allowed the brand to have a break through in the way in which tobacco products commonly talk. With a simple analogy it associated the communication objective to a concept that has been already codified in the consumer’s mind.It’s an idea where the medium becomes the message and the message becomes the medium. Through this ad, we accomplished 15.197 effective direct contacts within 20 days.