Sovereign - we know what smokers-pragmatics want

The Agency of communications Magic Box reported about the development of advertising campaign of federal scale for the tobacco brand Sovereign (producer - Gallaher Liggett-Ducat).

The company with impressive slogan “Now you know what you choose” has to increase knowledge of the audience about Sovereign brand and to stimulate of test purchase.

With this, agency appeals to smokers-pragmatics with analytical turn of mind, who don’t trust advertising and want to know the truth about the product.

And the agency is intended to “run it down straight from the shoulder”.

The Agency worked out key visuals for advertisement in press, promo-site and promo-materials for BTL-action.

Camel cigarettes Advertising

I’d like to discuss the facts from Camel brand’s advertising; the advertising campaign of 1993-1994 in particular.

It was absolutely new conception in comparison with the previous campaigns. TV advertisements didn’t glorify brave man any more, who overcame fast-flowing rivers and squeezed his way through tropic bush. In this advertisement “Camel” brand changed its image completely.

Despite of the fact that new trailers got lots of awards and prizes in different festivals (Art Directors Club, Cannes Lions), it didn’t produce the proper effect on the potential buyer.

Humorous cartoon trailers replaced a courageous hero, who struggled with element. But the effect produced by them, turned out to be unfavorable for R.J.Reynold’s campaign.

The sales of “Camel” cigarettes reduced headily, and the research shown that people who got accustomed to the image of the brave hero were not ready for such changes in the brand’s image. Many of them began to smoke other cigarettes.

It’s easy to explain this tendency – the courageous hero doesn’t have to look funny. In smokers’ opinion carton of”Camel” cigarettes lost its symbolic value, which it carried, reckoning its owner in the number of “Real Man”.