Pulze
Not your usual.
Challenge: Launch Pulze heated tobacco in the Czech Republic, Poland and Greece, targeting heavy users aged 35-50 and competing with established brands like IQOS.
Insight: Understand the aspirations of heavy heated tobacco users who seek a brand that resonates with their lifestyle and offers a sense of belonging.
Solution: Position Pulze as a revolutionary brand with the campaign line 'Not Your Usual.' Emphasize distinctiveness through user-focused innovation and relatable communication, offering convenience, satisfaction, and camaraderie to redefine the heated tobacco experience and stand out in the market.
Role
Client
Art Director
Imperial Tobacco, GREY London
Media
Shopper Marketing, Point of Sale, Video Content, Packaging, Print, Digital & Web
OOH
Point Of Sale
Digital
Experiential
