„Second life inserts”

Tobacco market in Poland is almost a black market. Any mass media communication is banned due to legal regulations. One of the main medium for tobacco brands are the very packs and inserts in them. Chesterfield is a „No nonsense brand” rather for students and blue collars. Instant win, and instant benefit/gain is what they appreciate. The idea changed the function of traditional insert into something more meaningful and useful, not only to give smokers instant prizes and benefits but also to communicate some brand image based on mentioned smartness.

Agency: Leo Burnett

Team:  Sebastian Bulski   Michał Zakrocki