Based on research results, BATSA decided to change the format of their 10s cigarette pack. The new pack format, however, looked very similar to that of a pack of 20s. Our task was to assist smoking consumers in differentiating between the two.
Adult smoking consumers as defined by the brand.
Due to restrictions around tobacco communications, Angle Orange kept the solution as simple as possible, ensuring all consumers would be able to understand. This was achieved by creating a device out of the “10” and making sure that element was carried through wherever the new packs were displayed.
The intention of the campaign was to ensure that volumes didn’t decrease with the pack format change. To our knowledge, based on the information to which we were exposed, this was achieved.