British American Tobacco Japan
What do you do when faced with a megabrand, one who is determined to dominate and own the fastest growing segment in the marketplace, which happens to be your only segment?
When you don’t have the budget to fight back against direct attacks with shouting, you need a clever way to undermine the big corporate players and trigger consumer’s desire.
KOOL Discovery was the solution - a creative, edgy, streetwise, anti-corporate campaign to link with consumers in a way that pioneered a brave new way of communications and a new wave of respect.
Consumers and trade rallied, supported, embraced, and KOOL came out as the urban hero, capturing hearts, minds, chatter and of course sales, racing ahead of the competition, and creating the best problem - selling out of stocks.