Pall Mall Surprise manifesto by jesus fernandez

ALL NEW

THE PALL MALL

SURPRISE BOX

ENTER

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S BEFORE WE START I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R THIS IS THE E RPR SUR U IS URP P SE ALLUNEW SU I S S I R R E R E P S R E I P S S S ITEM: IS URP R NAVIGATION E RPR SUR SU RTheI TOOLKIT E R S U I P S I P E S R R E S document in front of you is an interactive S R E U I P S U I P S S I R R E S R R E SUR U PDF file. This means you don‘t have to flip through P R SU S E U I P S S I P R S S I R R E R R E it page by page. Now you can navigate through U IS URP S IS usingUtheRPbox locatedSinUthe bottom SE URPR SU I R E R the content E P R S E I P S S I P S UR E RPR SUR S SE E RPR SUR right handScorner of every page. I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SArrow S E U left: back Arrow right: NEXT I P S U I P S S I R R E R R E SUR E RPR SU U IS URP P S IS URPAGE S S QUESTIONEMARK: CONTENT I R E R P R S E I P S S U I JUSTURCLICK! S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

THIS IS NEW:

PLEASE DO NOT PRINT THIS TOOLKIT

LEGAL COPYRIGHT © British American Tobacco (Holdings) Limited 2012. All rights reserved. No part of this document may be reproduced in any form or by any means without the prior written consent of British American Tobacco (Holdings) Limited (BAT). ASU30 and ATUU30 ASU30 and ATUU30 are acronyms for Adult Smoker Under 30 and Adult Tobacco User Under 30. The term ‘adult’ is defined by local law, but shall in no circumstance refer to any person under the age of 18. Likewise, consistent with BAT’s International Marketing Standards, terms such as ‘consumer’, ‘target consumer’, ‘smoker’ or ‘target audience’ refer only to smokers whom are adults. LOCAL LEGISLATION & REGULATION The material contained in this document may present executions and themes that are not legally permissible or acceptable in some markets. Likewise, because tobacco regulation and the company’s own views on socially responsible marketing change over time, previously approved activities may no longer be permissible. Therefore, you must obtain local legal and CORA approval before proceeding with any activity in your market. CONFIDENTIALITY This document is proprietary to BAT and is provided to employees of the BAT Group and certain trusted con-tractors working for a member of the BAT Group. It is disclosed solely for use by employees in the course of their employment or by contractors for the purpose of facilitating the provision of services by that contractor to the employing BAT company and for no other purposes. Unauthorised possession or use of this material or disclosure of the proprietary information without the prior written consent of BAT may result in legal action. Trade marks, logo designs and/or brand names featured in this material and not owned by BAT (or one of its Group companies) are owned by the relevant proprietor of the particular trade mark and/or brand name in question, and are referred to in this document for informational and/or illustrative purposes only.

WELCOME THIS IS THE NEW SURPRISE TOOLKIT So then, hereâ&#x20AC;&#x2122;s how it works. The whole concept of the toolkit is based on one simple insight: Opening boxes with unknown content is fun. We have 9 boxes and by unpacking them one by one, you will discover everything you need to know about the new Pall Mall Surprise.

> 1

2 IMPORTANT: Please make sure you open all the boxes in order to get the full picture. This will guarantee a proper campaign deployment.

READY? YES!

THE 9 STEPS TO SURPRISE what‘s the background When to launch LEPs What we want to achieve THE 2 ROUTES

Who we target Why surprise

ROUTE 01 BRIGHT MARKET LEPs ROUTE 01 DARK MARKET LEPs ROUTE 02 BRIGHT MARKET

How it works

ROUTE 02 DARK MARKET Print finishing

What else to consider

THE CREATIVE BACKUP

Click on the chapter boxes to go straight there

THE KEY VISUAL THE CUSTOMER JOURNEY

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

STEP ONE

FIVE REASONS WHY: 1. There is a general end market need for LEPs as a key tool to address the ASU30 key target group and build on equity.

WHY THIS TOOLKIT

2. Last year, the IBG developed the concept of a Surprise LEP, which has been positively tested in the German and Dutch end markets. There is more information on this in the Backup section later. 3. It is now necessary to adapt the concept, pack designs and communications for the different end market needs in WER. 4. Our ambition: Combine the exciting Surprise concept with a brand relevant and ownable story. . To be competitive â&#x20AC;&#x201C; our competitors are very 5 active in launching LEPs.

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

STEP TWO

WHEN TO LAUNCH LEPs YOU SHOULD LAUNCH THIS LEP… – Only when key fundamentals of the Core Range (price, visibility, 70/70 weighted distribution) are in place and a significant market share (e.g. 5%) has been achieved.* – If you are looking for an additional tool to address ASU30. Your focus has to first and foremost be on the global main missiles e.g. Click On. – When your main objective is to specifically target ASU30/image.

Launching this LEP makes sense if… – The pack is one of your few remaining communication tools. – You need it to remain competitive (if competition in your end market are using LEP activities to address ASU30 consumers). – You want to create word of mouth. – You want to drive trial.

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

STEP THREE

WHAT WE WANT TO ACHIEVE

STRENGTHEN BRAND EQUITY (LONG term)

INCREASE ASU30 SHARE (mid term)

Enhance end market specific image attributes with focus on modernity, heritage AND QUALITY (LONG term)

Generate volume/trials

OWN THE LEP concept Of SURPRISE

(short term)

(LONG term)

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

STEP FOUR

WHO WE TARGET CURRENT CONSUMER INSIGHTS

ASU30 CONSUMERS GBVS5: SOCIABLE / TRENDY

VFM: PRICE CONSCIOUS – ASU25 THAT LIKE TO EXPERIMENT WITH BRANDS AND WANT TO DISCOVER SOMETHING NEW

– CONSUMERS THAT WANT MORE VALUE.

CURRENT FRANCHISE: REASSURANCE

SOURCE OF BUSINESS: LATERAL SWITCHERS

SPECIFICALLY, HONEST VALUE BASED ON THEIR OWN CRITERIA OF AFFINITY TO USERS, PACKAGING AND PRICE

DOWNTRADERS LATERAL SWITCHERS (VFM is becoming Mainstream) STARTERS (ASU30 now start with VFM)

– PEOPLE LOOKING FOR CONTENT WHICH IS GENUINELY INTERESTING, INNOVATIVE, USEFUL AND WORTH TALKING ABOUT

– CONSUMERS THAT DEMAND A GOOD QUALITY, SOCIALLY ACCEPTABLE BRAND THAT GIVES THEM A SENSE OF BELONGING

All of these insights fit perfectly to the surprise lep, as it is all about discovery, getting more value and receiving interesting and innovative content.

Source: Regional Strategic Insights, Marketing SPI WER – Nov.

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

STEP FIVE

WHY SURPRISE THE SURPRISE LEP IS PERFECT FOR WESTERN EUROPE:

It differentiates Pall Mall: Itâ&#x20AC;&#x2122;s a unique, ownable concept. It engages consumers: The concept resonates well with ASU30. It delivers positive results: It was tested successfully in Germany and the Netherlands; boosting volume, ASU30 share and image.* It has longevity: Release of new designs allows for a long term LEP concept that consistently builds on brand equity (as opposed to focussing on short term quick wins).

*see German results in Backup

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

STEP SIX

HOW IT WORKS It will come as no surprise, that itâ&#x20AC;&#x2122;s all about surprise â&#x20AC;&#x201C; this is the big hook for all ideas and communications. One thing to remember is that the packs are only a part of the campaign, and that the idea needs to come to life by adapting it into everything we do. From touchpoints and events to giveaways and verbalisation.

THE SURPRISE MECHANIC

STEP 1: THE POLY There is an opaque polywrap around the pack. The consumer canâ&#x20AC;&#x2DC;t see what is contained inside. It is all about generating a feeling of intrigue and unexpectedness.

STEP 2: THE PACK

The pack has an exciting, unexpected design that tells a relevant brand story with substance. Each route tells a different story depending on the specific end market needs.

WHAT SURPRISE IS AND WHAT IT‘S NOT

OVERLY LOUD or ‘In your face‘

UNEXPECTED

blatant ADVERTISING or marketing

RANDOM

BRAND RELATED

STORY TELLING

It is these differences that allow our campaign to be ownable, impactful and above all, effective.

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

STEP SEVEN

WHAT ELSE TO CONSIDER WHEN LAUNCHING THE SURPRISE LEP…

There should be enough designs to ensure engagement throughout the planned communication period. Also, please ensure that you have at least 5 designs per route to bring the concept to life. Keep distributing your “normal packs”, otherwise your current franchise consumers could be scared off. The recommendation is a 50/50 split. Ensure it has full communication support.

To really establish the Surprise LEP, you need to release more than 1 wave and should plan for a mid to long-term campaign.

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

THE CREATIVE

THERE ARE 2 ROUTES ...and both of them play in a similar territory: Quality, modernity, internationality and with ASU30 appeal. But with one BIG difference. One route looks back on a glorious past and the other into a bright future.

This route can be used to communicate quality, heritage and internationality.

This route can be used to communicate modernity, quality and internationality

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

THE STORY

CLASSIC ADS WITH A MODERN TWIST The idea is quite simple. If you want to come up with something interesting about Pall Mall, just take a trip to the past. We looked at lots of vintage ads from the last 100 years, gave them a modern twist and put them on the pack. Each pack in this series of LEPs communicates heritage, value and even internationality by using different languages.

THE POLYWRAP

The polywrap intrigues and excites the consumer. It is eye-catching, and for light markets in both routes has an instantly recognisable icon - the question mark. The back of pack message elaborates more on the concept and moves the story further on.

THE PACK MECHANIC

THE POLY The poly is the teaser. It is key that it makes the product stand out on shelf and trigger the consumerâ&#x20AC;&#x2DC;s curiosity.

THE PACK

The pack must redeem the initial brand promise. It must be exciting, unexpected and above all: it needs to deliver the campaign message properly.

THE FRONT For each of the routes we have created great artwork, a fantastic manufacturing finish, and a message that comes across easily.

THE BACK

Above all design details, we need an engaging and ownable story that doesnâ&#x20AC;&#x2DC;t run out of steam quickly and can be sustained over a range of ten packs.

THE FRAME

A recurring, recognisable element is extremely important to the Surprise LEP. The question mark serves as an iconic symbol that allows us to have a consistent, coherent campaign from series to series. It is on every pack and helps keep the designs part of a range, while enabling consumers to differentiate the SKUs. NB The polywrap can only be printed front and back, so the frame must be printed on the actual pack.

THE INNER PAPER

The inner paper adds to the story, continuing the consumer journey. Where possible, an insert can also be used to enhance the experience. NB The inner paper can be used for all different routes.

THE 2 SKU´s

THE 10 DESIGNS

NOTE

For each design route, there is one artwork available. The master layout files for all other packs within the route are available upon request. So in order to launch the packs you want in your End Market, select the designs and then refer to the existing artwork file. * This is the only pack that been illustrated so far. If youâ&#x20AC;&#x2DC;d like to use any of the other 9 designs, please contact your Regional Brand Manager or Regional Agency.â&#x20AC;&#x153;

E TH

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K O F PA C K S

classic ads with a modern twist. 1 of 1O reinvented designs from the past 113 years.

E TH

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K O F PA C K S

classic ads with a modern twist. 1 of 1O reinvented designs from the past 113 years.

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

THE STORY CLASSIC PACKS WITH A MODERN TWIST

In dark markets you cannot use vintage ads on the pack. But what we can use are vintage packs themselves. We use designs from the last century, remastered in a modern style with a retro look and a high-end printing finish. This route plays into heritage, quality and modern trends (where retro is trending in the market).

THE POLYWRAPS

TRANSPARENT FOIL

If you cannot use the question mark poly due to legal restrictions, you can still create the feeling of intrigue and unexpectedness by using a semi-transparent poly. Behind the crest on the front you can see part of the pack, inviting the consumer to discover whatâ&#x20AC;&#x2DC;s inside.

Due to printing technicalities, the polywrap will be transparent around the top, bottom and sides of the pack. Although this allows the pack design to be visible, this area is printed a neutral white with the branding colour matched to the polywrap; this means the SKU is still identifiable when unwrapped.

THE 10 DESIGNS

NOTE

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K O F PA C K S

classic packs with a modern twist. 1 of 10 reinvented designs from the past 113 years.

E TH

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K O F PA C K S

classic packs with a modern twist. 1 of 10 reinvented designs from the past 113 years.

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

THE STORY ARTIST‘S INTERPRETATIONS OF TOMORROW‘S PACKS This is Henning Du Toit. He is a 35 year old Creative Director from Namibia. Henning is one of many global creatives that we have asked to project their thoughts and feelings about what the think of when they think of “Pall Mall” into our pack designs. This range showcases the modernity and internationality of the brand.

THE POLYWRAPS

THE PACK

THE POLY The poly is the teaser. It is key that it makes the product stand out on shelf and trigger the consumerâ&#x20AC;&#x2DC;s curiosity.

The pack must redeem the initial brand promise. It must be exciting, unexpected and above all: it needs to deliver the campaign message properly.

THE 10 DESIGNS

NOTE

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K O F PA C K S

1 of 10 unique interpretations of pall mall. designed by artists from all over the world.

E TH

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K O F PA C K S

1 of 10 unique interpretations of pall mall. designed by artists from all over the world.

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

THE STORY ARTIST‘S INTERPRETATIONS OF TOMORROW‘S PACKS This is Vera Partl. Vera is a 27 year old graphic designer from Düsseldorf, Germany. She is one of ten designers from all over the world that we comissioned to design their very own interpretation of a modern Pall Mall pack. This shows that the brand is very up-to-date and knows people in every corner of the globe.

THE POLYWRAPS

THE PACK

THE POLY The poly is the teaser. It is key that it makes the product stand out on shelf and trigger the consumerâ&#x20AC;&#x2DC;s curiosity.

The pack must redeem the initial brand promise. It must be exciting, unexpected and above all: it needs to deliver the campaign message properly.

TRANSPARENT FOIL

THE 10 DESIGNS

NOTE

E TH

B AC

K O F PA C K S

1 of 10 unique interpretations of tomorrowâ&#x20AC;&#x2DC;s packs. designed by artists from all over the world.

E TH

B AC

K O F PA C K S

1 of 10 unique interpretations of tomorrowâ&#x20AC;&#x2DC;s packs. designed by artists from all over the world.

PRINT FINISHING One of the keys to the Surprise LEPs being so surprising, is the finish on the packs. Please contact your local End Market or Regional Packaging Champion for advice on printing techniques and how to get them looking shiny, glossy and surprising.

THE MOCK UPS

For each route we have produced mock ups in order to test the different print finishing possibilities. While the vintage route features the rather classical effects, the visions route comes along with supermodern technical finishing.

PRINT FINISHING

THE DETAILS HOT FOIL We use hot foil on both the wordmark and crest. This gives the branded details a nice shiny texture that changes colour depending on which angle you look at the pack. STRUCTURE VARNISH The pattern in the background isnâ&#x20AC;&#x2DC;t actually printed on the pack. We apply a structure varnish so that the pack has a beautiful look and feel. Both effects contribute to the concept of surprise. They are both unexpected and emphasise the brand message â&#x20AC;&#x201C; in this case that Pall Mall is a visionary brand.

PRINT FINISHING

THE DETAILS HOT FOIL We use hot foil on both the wordmark and crest. This gives the pack a nice, shiny texture that changes colour depending on which angle you view the pack. STRUCTURE VARNISH The pattern on the background isnâ&#x20AC;&#x2DC;t actually printed on the pack. We apply a structure varnish so that it has a beautiful look and feel that you can really notice when you hold it in your hand. EMBOSSING The embossed wordmark emphasises the premium appeal and improved quality of the pack.

PRINT FINISHING

THE DETAILS EMBOSSING We emboss both the Crest and the wordmark to emphasises the premium appeal and improved quality of the pack.

METALLIC BOARD The pattern in the background isnâ&#x20AC;&#x2DC;t actually printed on the pack, it is an applied structure varnish that gives the a beautiful look and feel. Both effects contribute to the surprise concept as they are quite unexpected and highlight our brand message â&#x20AC;&#x201C; that Pall Mall is a visionary brand, packed with quality.

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

This bright market key visual showcases the surprise element of the range while highlighting the mechanic.

To put it simply: this is the priority of messaging in the key visual.

This bright market key visual showcases the whole SKU range.

This dark market key visual showcases the SKU range.

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

DISPLAY STAND He sees a huge, rotating display stand.

CEILING DISPLAY He arrives at the counter sees our eye-catching display and decides to buy a pack of Pall Mall after his brand experience.

TOBACCO STORE Our consumer enters a tobacco store..

INSERT Inside the pack he finds an insert, which informs him about the Pall Mall LEP.

CASH TRAY After the retailer puts the change on the digital cash tray, the picture changes and shows all the LEPs.

POLY He unwraps the poly to reveal his surprising pack design.

PROMO IPAD GAME On the iPad, he has to solve the memory game.

TOBACCO STORE Our consumer enters a tobacco store..

The consumer will win a surprise like a lighter or ashtray.

GIVEAWAY

PROMO IPAD GAME At the shop, a promo girl invites our guy to play a little iPad game. On the screen he sees a memory game, he has to discover the right pairs of the limited edition packs, in a similar manner to if he were unwrapping them in real life. If he guesses right, he receives a nice surprise: a handheld ashtray or a jeep lighter.

ASHTRAY He grabs a seat, sees the Pall Mall ashtrays, on the way to the bar he stops at the promo stand.

PROMO GAME A promo team invites the user to take part in a game.They have to spin the Wheel of Fortune to win prizes. The wheel stops on either matches, an ashtray or a question mark.

BAR A consumer walks into a bar ...

QR Code COASTER PROMO One side: Scan for a surprise Other side: Scan the QR on the other side of this coaster, register and take your phone to the barman to discover your limited edition surprise.

VENDING MACHINE

GIVE AWAY He then goes to the bar, receives his limited edition lighter and then buys a pack of Pall Mall from the vending machine.

PROMO IPAD GAME In the smoking area of a bar, a promo team invites the user to take part in a game. They have to spin the Wheel of Fortune to win prizes. The wheel stops on either matches, an ashtray or a question mark. If it stops on the matches or ashtray or matches, they win that prize. If the wheel stops on the question mark, the user get a surprise: a wristband. The promo girls says that they should put it on their wrist and they find out later what it is for. At a certain point in the night all the bands start to flash; some blue, some green, some red, all in time with the music, giving the evening an unexpected and exciting twist.

QR Code COASTER PROMO One side: Scan for a surprise Other side: Scan the QR on the other side of this coaster, register and take your phone to the barman to discover your limited edition surprise.

COUNTER DISPLAY While standing in the queue he spots the shiny, rotating counter display.

TOBACCO STORE Before heading to work, our consumer pops into a tobacco store.

SHELF HIGHLIGHTER He arrives at the counter where the wobbler and shelf highlighter catch his attention. The shelfhighlighter is illuminated from behind, using a spotlight that alternates between packs.

WOBBLER INSERT After opening the pack, he discovers the insert which shows all the available LEPs.

POLY He decides to get a pack and sees the poly.

PROMO IPAD GAME On the iPad, he has to solve the memory game.

TOBACCO STORE Our consumer enters a tobacco store, he meets a promo girl who invites him to take part on a little iPad game.

GIVEAWAY He guesses correctly and wins a nice little giveaway.

GIVEAWAYS Either the wheel stops at a giveaway or on a question mark. If it stops on the question mark, he gets a wristband.

DISCO When our consumer enters the disco a promo girl invites him to spin the Wheel of Fortune.

PROMO:

The unexpected wristband party At a certain point in the evening, all the wristbands that people have won on the game start to flash.

PROMO IPAD GAME In the smoking area of a club, a promo team invites the user to take part in a game. They have to spin the Wheel of Fortune to win prizes. The wheel stops on either matches, an ashtray or a question mark. If it stops on the matches or ashtray or matches, they win that prize. If the wheel stops on the question mark, the user get a surprise: a wristband. The promo girls says that they should put it on their wrist and they find out later what it is for. At a certain point in the night all the bands start to flash; some blue, some green, some red, all in time with the music, giving the evening an unexpected and exciting twist.

RETAILER AND BARTENDER VERBALISATION The retailer and bartender verbalisation should both educate and intrigue the consumer. It should follow a particular order: 1. Activate the consumer via the message on the uniform. 2. The consumer asks the member of staff what it is all about. 3. The staff explain about the new limited edition Pall Mall Surprise series, 10 different designs for the great price of â&#x201A;ŹXX and then gives him a nice, surprising gift e.g. a lighter.

GIVEAWAY

I UR I UR E RPR SU S R E R S E I P S I P S S I R R E S R U IS URP SU ISE URP PR SUR E RPR S R E R S E I P S I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E U SUR P S R E U I P S S U I P S R S I R R E S R R E U E RPR SU U IS URP S IS URP S S I R E R E P S R E I P S S U I S URP S E RPR SUR S R SUR SE E I S I P S I R E R R E S P S R I UR U IS URP SU ISE URP R E S R E P R S E I P S S I P R S S I R R E S R R E U P S R E U I P S S U I P S R S E RPR SU S E RPR SUR S I S I PRI SUR E RPR R E S R E U I P S U I P S S I R R E S R E RPR SUR U IS URP SE URP SU I S S I R E R E P S R E I P S S S IS URP E RPR SUR SU RI SUR E R S I P S I P E R R E S S R E U I P S U I P S S I R R E S R R E SUR U P R SU S E U I P S S I P R S S I R R E R R E U U IS URP S IS URP SE URPR SU S I R E R E P R S E I P S S I P S UR S E RPR SUR S SE E RPR SUR I S I S I R E R E S P R S I UR U IS URP SE URP SU I R E S R E P S R E I P S S I P S R S I UR R SU R E S R E P R S E U I P S I P R S S I E RPR SU S R E RPR SUR S I S I E RP R E R S RPR SU E U I P S U I P S S I R R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S E I P S S I UR S IS URP E RPR SUR SU R E S R I P S I P E S R R E S R SU S E U I P S I P S S I R R E R R E SUR E RPR SU U IS URP S IS URP S S I R E R E P R S E I P S S U I UR S IS URP E RPR SUR S R E S R E I P S I P S S I R R E S E RPR SU U IS R SUR IS URP S S I R E R E P S R E I P S U I P S E RPR SUR S E RPR SUR RIS SUR S E I S I P S I R E R R E E RPR SU U IS URP S URP SU I S S I R E R E P R S I P S S I UR E R S E RPR SUR SU S R E I S I P S URP I R E S R R E U P R SU S E U I P S S I P R S S I R R E R R E U E RPR SU U IS URP S IS URP S S I R E R E P R S I P S S U I UR P E S E RPR SUR S S R E I S I P S I R E S R R E SUR E RPR SU U IS URP IS URP S S I R E R E P S R E I P S S U I S IS URP R SUR R E S R E P R S E U I P S I P R S S E RPR SU S E RPR SUR I S RI SUR I S I R E R E P R S E U I P S U I P R S S I UR E RPR SU S E RPR SUR S R E I S I P S I R E S R R E E RPR SU U IS URP S URP SU I S S I R E R E P S R I P S S S SU RP ISE R PR SUR ISE PRI UR SE

STEP NINE

Introduction

So that was the new Surprise LEP campaign, to help you out a bit more, over the next few pages there are some important business figures, results and a nice example of the successful LEP launch in Germany.

GERMAN LAUNCH RESULTS

IMPRESSION/LAUNCH SUMMARY Campaign 1. Launch of a new LEP concept for Big Packs: “Expect the Unexpected”– Pall Mall Surprise 2. 10 different pack designs behind fully printed polys 3. Concept communication via all touchpoints

POP

PACKAGING

HORECA

OOH

QUAntitative results off takes Fan. (in %)

Launch

Big Pack (in %)

10,0

6,5

9,5 9, 20

9, 17

9, 14

9,0

9, 26

6,0 5,5

9, 02

8,5

5,0 4, 46

8,0

4, 58

4, 52

4, 62

4, 46

4,5

7,5

4,0

7,0

3,5 Jan Feb Mar Apr Mai Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr 10 10 10 10 10 10 10 10 10 10 10 10 11 11 11 11 Pall Mall Big Pack Pall Mall Pall Mall Family share increases after 2 month: +0,23pp Main driver is Big Packs reaching an all-time-high: +0,16pp

QUAntitative results Scanner data esso

5, 0

Fan. (in %)

Big Pack (in %)

8, 0

Full comms

First delivery LEP packs

4, 5

7, 6 7, 4

7, 5 7, 3

7, 2

7, 1 4, 0

4, 0

7, 0

3, 8

3, 5

3, 0

3, 5

3, 8

3, 5

6, 5

6, 0 KW

01/2011

KW KW

02/2011 03/2011

KW KW

04/2011 05/2011

KW KW KW

06/2011 07/2011 08/2011

Pall Mall Big Pack Pall Mall Direct share impact in ESSO observable (stronger than in Off takes due to comms/display)

KW KW KW

09/2011 10/2011 11/2011

12/2011

KW KW KW

13/2011 14/2011 15/2011

Qualitative results

– 74% liked the idea of being surprised by Pall Mall – 76% rated the new designs as excellent to good – 92% expected the ‘regular’ Pall Mall sticks in the LEP

CONSUMER FEEDBACK*

ERFAgroup**

– Consumers liked the concept and execution of the LEP – Consumers actively asked for Surprise packs – Trials from source of business – Clearly important to inform retailers in advance to explain the concept and LEP story – Retail communication and visual support crucial for LEP success.

*promotion survey, sample size 230 **focus-retailer-group, 2feedbacks (south & east)

conclusion

Surprise as a concept works Successful launches in Germany & the Netherlands It increases image perception and ASU30 share It drives awareness within repertoire The manifesto needs to be adapted to WER needs and legal environments

ADAPTATION GUIDELINES

All key visual variants can be accessed and downloaded via your local agency for endmarket adaptation via Studio 6. Studio 6 is BAT’s digital asset management site geared towards efficiency and speed to market. Permissible adaptations include: – Replacing the copy with local translation – Replacing the packs with local pack artwork – Inserting applicable health warnings on all communication – Altering mechanisms/promotions to suit local CORA/Legal restrictions For all adaptations, the key visual should be used as the base artwork.

APPROVAL PROCESS

With the new above-market structure in Europe, the approval process is of critical importance for both BAT and the agency. A summary of the current process is as follows: – All end-market implementation work needs to be sent via local G2/Ogilvy agency to madalina.tasu@ogilvy.com at OgilvyAction for regional guidance and approval. – Only once this regional agency approval has been sought can end-market implementation agencies present to their clients. This ensures that the agency has a recommendation that is based on end-market insight and regional guidelines. – Once end-market BAT is happy, the idea needs to be communicated up to the applicable Regional Brand Manager who will gain approval from the IBG if necessary.

ANY QUESTIONS

We’ve covered just about everything we can think of in this toolkit, however, if you have any queries we’re only a phone call or an email away. BAT: Jiri Sulak Regional Brand Manager, Pall Mall Western Europe jiri_sulak@bat.com Agency: Madalina Tasu Strategic Network Coordinator, Europe madalina.tasu@ogilvy.com

© British American Tobacco (Holdings) Limited 2012. All rights reserved. No part of this document may be reproduced in any form or by any means without the prior written consent of British American Tobacco (Holdings) Limited (BAT).