british american tobacco - GT
*this work was done when i worked at ogilvy cape town*
GT is the top brand of cigarette smoked in Mozambique. being a third world country, stick sales is a trend so the marketing team wanted to launch a campaign to encourage consumers to buy packs. the concept revolved around the notion of sharing... not just sharing the cigarettes, but also the cost. two consumers would effectively buy one pack and receive two branded pouches on lanyards to hold their cigaretes once removed from the pack. the pouches wre designed so they could also carry other objects like a mobile phone for example.
the communication leaflet that would explain the mechanics of the campaign to retailers