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Kool Boost 5mg - New Product Innovation
Kool Boost 5mg
New Product Innovation
Role: TTL Creative Director
Agency: Ogilvy Action Japan
Client: BAT - KOOL
Country: Japan

New Product Innovation Development - Integrated Retail Activation - Packaging Design

DESCRIPTION:

As the only premium menthol-only brand in Japan, Kool faced an interesting situation. The tobacco market has been shrinking year-on-year and an excise price increase in July shifted consumers from premium to mainstream brands, particularly in the menthol segment. Even though the menthol segment was growing in share, this was driven by continuous and aggressive competitor activities, mostly fighting for the same consumer — the male smoker aged between 20 and 30.

Kool needed to create a point of difference for the brand to stand out. The brand objective was to generate trial product purchase among its target consumers, especially those who have barriers to the current Kool range on product and package design, reinforce Kool as a brand appealing to 20- to 30-year-old males and reinforce Kool as a menthol specialist.

Kool Boost is a product innovation which revolutionized how people experience smoking with the first truly interactive experience, giving the consumer control over product delivery in a radically unique way. Smokers who crush the ‘powerball’ in the filter will release a menthol boost as and when they need it. It left the competitors scrambling to copy it and consumers talking on YouTube.There were also trade endorsements and the campaign drove the brand to an all-time high.

Meeting the trial and image objectives were tough given the restrictions of the market and the brand. Uniquely for this product, Kool changed the normal way new products are launched, the budget for direct contact was up-weighted from 10 per cent to 50 per cent of investment.The focus was on CDC with over 1,000 staff employed nationwide to directly engage consumers with the product.This resulted in an increase of 16.5 per cent in sales volume in 2007, more than 550 million sticks.

This was the most successful product launch in the Japanese premium tobacco category for a decade, and a global roll-out is being planned based on its success. With Kool Boost, BAT Japan offers menthol smokers more of what they already love: cool, refreshing mint flavor that soothes the throat and adds a unique "buzz" ordinary smokes can't match.

CHANNEL COMMUNICATION PLANNING:

Promotional Video - Print Ads (Newspapers - Magazines) - OOH - CRM Activities - Packaging Design - In Store Activation: Retail AD Panels - POSM - GWP Promotions - Vending Machine Design

CREATIVE AWARDS

2008 Promotional Marketing Advertising Awards - The PMAA Dragons of Asia
Best in Country - Japan

Title: Kool Boost - Revolutionize the Ritual
Advertiser: BAT Japan Ltd.
Agency: Ogilvy Action, Japan

2008 Promotional Marketing Advertising Awards - The PMAA Dragons of Asia
Gold – Best Innovative Idea or Concept

Title: Kool Boost - Revolutionize the Ritual
Advertiser: BAT Japan Ltd.
Agency: Ogilvy Action, Japan

2008 Promotional Marketing Advertising Awards - The PMAA Dragons of Asia
Silver - Best Brand Awareness & Trial Campaign

Title: Kool Boost - Revolutionize the Ritual
Advertiser: BAT Japan Ltd.
Agency: Ogilvy Action, Japan

Key Visual - Print Magazines & OOH
Key Visual - Print Magazines & OOH
KOOL Boost 5mg - Product Packaging Design (Carton + Pack)
KOOL Boost 8mg - Product Packaging Design (Carton + Pack)
In Store Theater - Retail Activation
GWP Packaging Design
GWPs Counter Display - Packaging Design
GWPs Counter Display - Packaging Design
GWPs Counter Display - Packaging Design
Product Counter Display - Packaging Design
Vending Machine Sticker Design
Vending Machine Sticker Design
Vending Machine 3D Design Creative Concept
Kool Boost 5mg - New Product Innovation
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Kool Boost 5mg - New Product Innovation

New Product innovation Launch
6
1.3k
0
Published:
Attribution, Non-commercial, No DerivativesAttribution, Non-commercial, No DerivativesAttribution, Non-commercial, No Derivatives