The Brand Union Created “Always in Motion” Branded Environment for Mild Seven

22 December 2010 | By Popsop Team

JTI Russia wanted to create new perspectives and add value to Premium M7 well known brand. The Brand Union Moscow has developed a Trough-The-Line integrated communication concept “Always in Motion”, which sharpens Mild Seven’s positioning as a prestige, innovative and stylish brand (sophisticated smooth offer) and strengthens the perceived bond between its subranges.

The “Always in Motion” concept is based on the wave, descended from the brand’s blue wind mark. Its fluid yet perpetual movement reflects Mild Seven’s innovative mindset and style.

Current package design

New limited edition packaging

The Brand Union Moscow designed Limited Edition packaging and a full ATL & BTL Brand activation mix for the Russian market to deliver unique look and feel based upon the “Always in Motion” concept.

Ismael Ibnoulouafi, Head of Russia, Director Business Development Central & Eastern Europe commentedon the project: “We are very proud of the work done so far in less than 4 months with JTI Mild Seven team, thanks to a great partnership. The Mild Seven “Always in Motion” campaign has created immediate impact and a cut through to develop Mild Seven brand awareness efficiently and effectively. We keep doing the success and new things will come even better”.

Online gallery

Ads for printed media

Retail environment

Credits
The Brand Union Moscow team:
Ismael Ibnoulouafi, Head of Russia, Director Business Development Central & Eastern Europe
Julia Plavinskaya, Senior account manager

JTI Mild Seven team:
Anna Chumachenko, C&TM Strategy Director Prestige Brands
Oksana Prokopenko, Brand Manager, Mild Seven
Anna Kulikova, Product Manager, Mild Seven
Yuriy Parshin, Product Manager, Mild Seven
Elena Starovoitova, Brand Associate, Mild Seven

Popsop.com
Tags: , , , , ,