BRAND LAUNCH DONE DIFFERENTLY

client: JTI_UkRAINE / product: LOGIC VAPES

Situation overview:
Heated tobacco products appeared to be more widespread in Ukraine comparing to Tobacco Free Vapour Products. Brands IQOS (PM) & GLO (BAT) were launched 3 years before Logic and already succeed in establishing general approach to category: experience, rituals and general perception. Juul (only tobacco free vapour brand) was positioned as alternative to smoking with such sterile and plain positioning that made it rather stand alone brand then active market player.

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This made
overall situation during brand Logic launch quite unfavorable and required severe long-term vision and extra efforts to ensure further brand success on the market.

Our task was:
#1. to present the idea of new kind of vaping, #2 to show that its better alternative compared to non-branded vaping offers which already existed on the market (Logic is less complex and fantastically easy to use) #3. Logic is trendy choice which will add to your style.

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Communication task:
Launch new brand using all legally possible communication mix. Focus communication on key brand attributes.

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