Discover Perfect Balance

Retailer Leaflet

AdvertisingArt DirectionDesign
August, 2008
PALL MALL LIGHTS Retailer Leaflet

Objective
To convey the message of Perfect Balance for PALL MALL Lights Cigarettes.

Insights
Adult smokers want their LIGHTS cigarettes to have the same taste as the FULL FLAVOUR but smoother.
They despise tasteless cigarettes.

Roadblock
Retailer fails to convey communication message due to low literacy level.

Solution
Engage the retailers (no consumer facing advertising/ promotion due to rules and regulations)
with this mini game (balancing act) instead of the usual FAQs and product story.
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