The marketing communications agency developed an advertising campaign for the Sovereign cigarettes (that are manufactured by Gallaher Liggett-Ducat). The goal of the advertising campaign, launched under the slogan “Now you know what you are choosing”, is to build awareness of the Sovereign cigarettes brand among the target audience and stimulate a trial purchase.
The agency believed that the best way to advertise a product to a pragmatic person with an analytical mind, who fundamentally does not trust advertising, is to tell him or her the whole truth about the product, to lay out all the details, without concealment. If this is a man, do not promise him special female attention, or bouts of inspiration, or something heroic… – he is unlikely to believe. The same rule is for women. The basic principle of campaign development is as follows: “Sovereign cigarettes are intended, first of all, for pragmatic smokers. That is why we did not use bright appeals or overpromise; we simply told what a pack of cigarettes consists of. After all, it is better to know what to choose.”
As part of the project and on the basis of creative positioning, the agency developed: key visuals for print advertising, a promotional website and promotional materials for marketing actions. The campaign, which started in the spring of 2007, lasted until the end of autumn of the same year. The target response was great. Millions of smokers had decided themselves for Sovereign cigarettes. The income growth had become obvious at the same time.
What are Sovereign cigarettes?
Sovereign cigarettes are produced by the tobacco factory “Liggett-Ducat”. This is a modern powerful factory, on the development and modernization of which the English tobacco company Gallaher Limited has spent a significant amount. At the moment, Gallaher Limited itself and its brands are the property of Japan Tobacco Inc. (JTI), which managed to buy Gallaher in 2007. JTI is one of the largest tobacco manufacturers in the world. Sovereign cigarettes include two varieties – a classic and a light version. The cigarettes are made in the King Size format. The design of the packs is simple, made in the traditional red and blue (light blue) versions.