Discover Perfect Balance

Retailer Leaflet

Advertising, Art Direction, Design
August, 2008
PALL MALL LIGHTS Retailer Leaflet

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

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

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

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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