HOW DO YOU REMAIN

A STYLE ICON?

Following the success of the Blending campaign Dunhill wanted to re-visit the brand positioning and to develop a global brand campaign. Leveraging the trend of consumers’ quest for authenticity, we reclaimed Dunhill’s London heritage by reviving its original name ‘Dunhill Tobacco of London Ltd’.

We also took the bold step of moving away from the category norm of pack and brag communication. Driving emotional relevancy for our consumers, we developed a print pool of brand owned b&w photography of young urban professionals in London. Adding the lead copy, ‘Gentlemen, This Is Taste’, we encouraged consumers to reconsider their notion of personal style and organoleptic taste.

This brand campaign was the catalyst that reversed the alarming decline in market shares in South Korea and turned it into one of the most profitable market for Dunhill.