Product: Kent cigarettes
Client: British American Tobacco
Problem: During the middle 90's to mid 2000's, cigarette brands in Malaysia hinged on a sponsorship platform to escape rules on direct advertising. Salem was big on sponsoring tennis. Dunhill dominated football which took a chunk out of its profits. Its sister brand, Kent, which though unique and came in 3 different strengths (1, 6 and 9 with 9 being the strongest), was left with a small budget and a challenge to create a positioning that would attract and stick.
Solution: The brand eventually zeroed in on the design, dance and fashion-loving crowd - a crowd conscious of aesthetics and who lived on the edge; a crowd unique enough to take up the product's unique charcoal-filtered flavour too. By sponsoring dance music which was exploding in the music scene, fashion and design shows and exhibitions, the brand soon gained a cult following among a niche but loyal group.
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| Press #1 for the Osmosis event |
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| Press #2 for the Osmosis Event |
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| A promotional magazine advertisement for Dance Music hour on a local radio station |
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