2. Musto, Merriman, Herring &
Levi (TB 38)
Background
CAP's rules and regs considerably restrict what
we can do in the UK—particularly with dialogue and wardrobe.
But CAP rules don't apply outside the UK.
There are some very good media opportunities
targeting UK consumers abroad—particularly aimed at holiday
charter flight traffic.
We want some executions using our characters
that don't need to go through CAP's vigorous approval process
and that can be tailored to British smokers abroad, many of whom
will be buying duty free.
Target
UK smokers on holiday. Many are smoking other
more expensive premium brands (particularly B&H).
They'll all be looking to buy their duty free
quota.
Where will they appear?
We're looking at the media opportunities available
in detail but predominantly:
— Airport posters in popular holiday
destinations, eg Malaga airport.
— Charter airline magazines.
— Tabloid press ex-UK editions.
Proposition
Lambert & Butler—the half tidy fag
at a decent price.
Support
Lambert & Butler is a quality brand of long
standing that's much more affordable than the likes of B&H
etc.
Creative Considerations
1. Keep the humour very simple and "of
the people"—they simply don't get anything remotely
trixy.
2. Wardrobe and props can be as wild as
you like—holiday attire etc.
3. Keep the characters' expression warm
and friendly.
Requirements
Art director's layouts and dialogue able to
work in both portrait and landscape format.
EXISTING CAMPAIGN
We've got our proposition right and we know
that the basic idea of using two characters representing Lambert
& Butler meets with a positive response. Indeed, the current
work is getting noticed (prompted awareness). But, we are experiencing
a problem with empathy—particularly with existing L&B
users and we also have a problem with attribution.
THE PROBLEM1.
Empathy
Most describe our characters as dull, old and
a bit stupid. They don't really like the jokes (apart from "Flying
Headbut") and they think that the hand tinted photographic
effect makes the characters look "death-like".
We desperately need these people to like our
characters and to identify with them (as smokers become more and
more persecuted, they look to advertising as a friend).
2. Attribution
Surprisingly, the Lambert & Butler branding
in the strip above doesn't get noticed as much as we expected
it to.
TOWARDS A
SOLUTION
We know from research that, by making changes
to the characters, we get an altered response. Full colour and
warmer expressions go some way to making them more likeable.
However, illustrating our characters has a dramatic
effect, making our smoker describe them as friendly, funny and
more attractive.
Furthermore, we know that breaking down the
elements (ie not relying on a two line gag everytime) gives the
campaign far more flexibility and allows the gag to work visually
as well as verbally.
We now need to move our current campaign on
by looking at ways to illustrate Lambert & Butler empathetically,
by looking at the brand attribution issue and by looking at breaking
down the rigid two line dialogue structure.
REQUIREMENT
1. Creative recommendation for an illustrative
style for our characters.
2. Layouts in the new style.
A WORD OF
CAUTION
CAP are getting stricter. They will not allow
any illustrative style that is deemed to be appealing to children.
We will need to show them examples before we present to Client.
BACKGROUND
On 10 December 1999 all cigarette advertising
will be banned in the UK. Any plans to launch new brands must
be brought forward to beat the deadline.
With this in mind, Imperial Tobacco are launching
a new low price brand called "Richmond". Our task is
to make a big splash in the last five weeks before the run out.
ADVERTISING OBJECTIVE
(1) Awareness—this is a "one shot" deal.
(2) Quality reassurance.
TARGET AUDIENCE
High rise.
PROPOSITION
We wish to consider several approaches:
(1) How can it be so cheap yet smoke so well?
(2) Richmond is made from the finest Virginia
tobacco yet costs only £3.25.
(3) Smoke 15 packs of new Richmond and win
a lighter (25 and you get a packet of free cigarettes as well).
REQUIREMENTS
Press and posters (pages and 48-sheets).
Large pack and price mandatory.
Follow POS on one route.
CONCLUSIONS
Cigarette companies see the gantry as a valuable
place to advertise.
It was felt, that currently, cigarette advertisers
are under using the opportunities to promote the brands at the
POS's.
There was no definitive set price and retailers
could use their discretion as to what to charge.
It is clear that Sovereign could use other methods
of promotion within the outlet that are not being widely used
by the other brands for example, the awning, other points of sale
and branded cigarette lighters etc. Stickers seemed to be an over
used method of promotion. Cigarette brands are not only competing
against each other for space to advertise but also against a plethora
of other products on sale. Many advertisers, such as the National
Lottery and Time Out magazine, are using stickers on retailer's
shop windows and doors to promote their products. Therefore often
the melee of stickers often looks confusing and fails to attract
the consumer's attention.
Other methods of promotion which might be more
effective:
Sovereign could offer to tile retailer's floors
in black and white.
As cigarette smokers will tend to purchase a
newspaper, Sovereign could take the opportunity to place branding
around the paper stand or paper gantry.
There could be a tie up with a newspaper or
magazine.
BACKGROUND
Imperial are buying full pages in the Spanish
editions of the tabloid press giving us an excellent hit at UK
holiday makers abroad.
Because we're advertising outside the UK we
don't have to worry about CAP approval. We can therefore be far
more flexible with dialogue, props and wardrobe.
OBJECTIVE
Make L&B front of mind when smokers are
thinking about buying cigarettes abroad. Particularly with a view
to bringing them back to the UK.
TARGET
UK smokers on holiday.
Many will be smoking other manufacturers' premium
brands and particularly B&H.
We want them to think L&B instead of anything
else.
PROPOSITION
L&B—worth bringing back.
SUPPORT
A proper cigarette available at an unbelievably
good price.
CREATIVE CONSIDERATIONS
Apply previous learning:
— Keep humour simple and mainstream.
— Make sure that the characters are
depicted as warm and friendly.
Avoid showing more than 800 cigarettes (four
boxes of 200).
REQUIREMENT
Layout and copy for page concepts to appear
in The Sun and The Mirror.
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