This project focussed on repositioning the Berkeley Cigarette brand to a mid-price level. From its current ‘value’ market position, and with sales shifts and patterns, JTI wanted a subtle change to the packaging and brand logo that would still have appeal to its existing customer base. Purchasers in this sector are renowned for low brand loyalty, and this was something they wished to safeguard. The execution was to upshift the pack and separate from its current DNA.
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