Y&R Wunderman orchestrates communications for launch of novel e-cigarette
Nachdem die Zürcher Agentur Y&R Wunderman im letzten Jahr bereits den Schweizer Markteintritt der JTI-Marke Logic mit einer Kampagne begleitete, geht die Zusammenarbeit nun in die nächste Runde.
"Logic Compact" is the name of the innovative vape device, which is being promoted with the campaign claims "Click it. Vape it. Love it." and "Vaping just got simpler," it claims to have completely transformed the market for smoking alternatives in Switzerland.
The focus of communication is the practical magnetic capsule system and the reduced-elegant design, resulting in a completely intuitive and clean vape experience. The mouthpieces, which can be exchanged with a simple click, already contain the liquid with one of the five flavors: tobacco, menthol, berry mint, cherry or strawberry. Cleaning and maintenance of the device is completely unnecessary in this way.
Y&R Wunderman's stated goal is to make the Logic brand and its novel vaping technology better known overall and more inescapable for adult consumers. To this end, all aspects of the entire off- and online customer journey have been analyzed and strategized. A new Offer Strategy ensures that every potential buyer receives the most relevant offer at the right time and in the right place. With the help of newly developed key brand design elements for Logic Compact, print ads, out-of-home media, online banners, a brand website, POS material and a launch event were created.
The campaign will soon be on display throughout Switzerland.
Responsible at JTI: Andreas Walser (Consumer Marketing Lead), Alexandra Maria Jud (Consumer Activation Manager), Stefan Suter (RRP & FCT Lead), Philipp Meier (RRP Brand Manager). Responsible at Y&R Wunderman: Benjamin Franken (Creative Direction), Michael Gallmann (Art Direction), Marika Magnuszewska (Graphics), Winfried Schneider (Text), Nick-Patrick Herrmann (Consulting).
