HOW DO YOU

KEEP IT RELEVANT?

Various JTi brands, including global flagship brands LD and MEVIUS.

LD needed to stand out and appeal to savvy, no-nonsense millennials looking for a brand offering good value/quality equation.

Through a series of LEPs and NPL, MEVIUS' brief was to create a more personal bond with consumers by leveraging its USP – progressive Japanese legacy – whilst maintaining a premium positioning.