Brand repositioning, Portfolio management, Packaging, NPL.
HOW DO YOU
AWAKEN A SLEEPING GIANT?
A neglected brand in the BAT portfolio, Rothmans had been left to the direction of local markets and was lacking global consistency. The task was to take control and re-ignite Rothmans, making it relevant for today’s consumers.
With a new creative platform leveraging the brand’s British heritage and the legacy of its founder, Louis Rothman, the branding and packaging was modernised, with a series of multi-channel global campaigns. As a result, Rothmans experienced the largest increase in SOM across the BAT portfolio and received the Golden Leaf Award for performance. The brand was also upgraded to Global Drive Brand.