1. Repositioning an established classic brand towards a more contemporary consumer.

2. Creating a differentiating brand world that balanced the need to communicate intrinsic product qualities with image attributes.3. Leveraging 130 years of tobacco craftsmanship in ways relevant to today's smokers.4. Establishing an opinion-leader / early adopter communications strategy that would allow the brand to grow via word-of-mouth.5. Working through all elements of the marketing mix, from advertising to POSM, from special artists collaborations to PR & Event, to drive a consistent message at launch for the brand.

A successful launch at the Millionaires Fair in Moscow October 2009, Sobranie being the main sponsor, with the biggest space allocation during the event. 11,200 trial (pack sampling), 980 database contacts.