HOW DO YOU TURN A CIGARETTE TO
AN EMPOWERING ACCESSORY?
Corset was suffering from a loss of market share with female consumers who found it outdated and uninspirational.
The brief was to re-energise Corset without alienating the current franchise.
By developing new products, premium packaging and the communication, we aimed to appeal to female consumers who, beyond the product itself, seek brands that accessorise and boost their femininity.
Since then, Corset has become the fastest growing brand in the category in its 2 leading European markets, France and Spain.
KTi - CORSET
NPL Campaign, Packaging, LEP