Unknown brand, non-localized global strategy, vague research about the ideal customer, and no real-world context. Unfamiliar with the territory. New team, new market, new key players—everything was new. We were at the center, tasked with one thing: go make it work.

A tremendous body of work with multiple activations across different media. A holistic approach—from media campaigns to on-site sales strategy and creative. We understood the consumer, spoke their language, introduced the brand, reignited recognition, and began seeding the market. All while adapting the transliterated global strategy to make it work in Japan.

A brand offering a range of tobacco products.