ARE YOU DARE?

client: JTI / product: Winchester

Background:
Brand Winchester was launched first by RJ Reynolds USA in early 70th, with an ambitious task to challenge US tobacco industry with “a whole another smoke offer”.
NOW IN 50 YEARS, Winchester is back as part of JTI international brands portfolio to set new standards in low segment again. Our agency helped to prepare launch of the brand cross-regional in Georgia (+ Caucasus markets) and Ukrainian market from scratch.

AGENCY TASK:
Key task and vision was to distinguish Winchester through iconic dynamic & charismatic offer and consumer over-gratification on product & packaging level.

CAMPAIGN:
Consumer in low wants and is worth more. That’s why we choose “DARE TO BE” as core brand idea. The key meaning behind it that we are for those who are born to dare, daring individuals challenging the status quo, and dare to do what it takes.

WE DEVELOPED
new brand identity that speaks for itself giving consumer immersive tactical and visual experience.

SO:
The creative concept behind launch in Georgia & Caucasus captured Winchester filling that’s not about only external attributes, it’s about inner sensations of freedom, masculinity and dynamism that live in every man and try to break out.