As a major player and lead in smokeless devices, Philip Morris International is now facing two major threats: marketing limitations, and also the rising popularity of vape. With its strict ethical code to not encourage smoking or use of nicotine product, the project proposes an interesting twist to your everyday ad.
The brief: Creating a modular event for repeated use.
The insights: The market restrictions making it very hard to push the product to consumer, especially conversion.
The idea: To create a sensory experience that is attractive and engaging.
Selling products without products.
Creating a sensory experience.
Localised Memorabilia
Digital Channels
Being boxed in by not being able to market the product, the approach focused on selling the experience in a packaged and attractive manner. ​ This meant we had to go beyond the "mood" and "lifestyle", and create a sensory experiment that attracts people and builds on existing USPs without being overtly direct. For example, we had a cocktail bar to feature our special flavors, and gamified screens to engage with customers in an educational story.
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