BAT Nigeria, Dunhill switch cigarette: The brief was to launch Dunhill switch cigarettes. In conjunction with the brand team, we successfully introduced Dunhill switch into the Nigerian market using a combination of consumer engagement activities to create awareness among target consumers, communicate the brand’s USP (two tastes in one & switch point) and emphasize house of Dunhill’s premium credentials, driving trial (by sampling SOB consumers) and stimulate purchases by situating unique brand experience activities at prestige HoReCa outlets using customized movable experience booths managed by our HoReCA ambassadors .
The trade angle involved developing a strategy to ensure brand availability and visibility at Horeca and POS. We used market sitters to push out stock from wholesale points, foot trekkers to sell into retail points and drive brand availability/visibility. POS activities covered; retail points/clusters, Key accounts, GTR, hawkers, Open markets, Bus terminals and beaches. Daily top-line reports were sent and consumer data validation was done real-time. We also monitored competition’s activities and generated market intelligence reports.
