Bulgartabac - Launch of new cigarettes brand Eva Slims
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A tendency for smoking slim cigarettes in Bulgaria. Predominantly foreign brands of slim cigarettes were familiar in the country. All these brands were very well established on the market through intensive communication in the years when the advertising of cigarettes was allowed.
The Client had the name of the cigarettes and the pack. Our task was to make this project work and sell: to find the audience, its needs, and insights, to make proper positioning, USP and launch campaign. To make clear what the product is, without having the option of showing the cigarettes or the box.
To develop insightful positioning which corresponds to the target audience (women) and presents the brand as affordable and appealing – a temptation for the ladies. The message: 20 little pleasures – a direct association with the 20 cigarettes in the box. Positioning: Eva Slims is my brand of cigarettes which gives me daily pleasure and good taste wrapped with fineness. My brand makes me distinguishable and adds to my personal style. Eva Slims makes me feel the way I am – special, elegant and beautiful.
The launch and sales of Eva Slims in Bulgaria was so successful, that the campaign was adapted for another 4 European countries – Austria, Macedonia, Montenegro, Georgia. For many years now Eva Slims is the country’s top slim cigarette brand.