Global Tobacco Brand Re-Positioning

Case studies

TOBACCO

Global Tobacco Brand Re-Positioning

A global tobacco brand is looking to re-position the brand image in order to align Japan with the rest of the world. As part of the re-positioning strategy, the team is looking to test a series of communications to tailor a campaign specifically for East Asia.

Photo by Julian Lozano on Unsplash

OUR WORK

A 360 degree assessment of the brand (i.e., assessment from all angles) – concept communication, product design, activation campaign, taste and price.

THE OUTCOME

The research outcomes were made in the context of the Japanese culture and practical social examples were given to help the clients understand the findings
While one size doesn’t fit all, the execution team was faced with the challenging of global alignment as such CarterJMRN provided refinement recommendations for the campaign to fit into the Japanese culture

“Thank you for the report. It’s in general very good and clear. Also, many thanks for the presentation. Everyone’s happy with the report! Yeah!”
- Client voice

All Tobacco

Let's Talk

SAORI HIRASAWA

Project Manager

Everyday at CarterJMRN is so different, and that’s why I enjoy working here. I always start my day by following my to-do list – though it’s rare that I can follow them precisely because there are always new projects and tasks. It is very important for us to keep up with the fast pace and be flexible. The best part of working here is learning. I am exposed to a wide range of industries which ensures that I am never bored. After working at CarterJMRN, I have come to see the world differently – even if it’s just the way I look at doing my shopping. For example, I closely observe clients’ products, competitors, layout of the shelving units, observing people’s behavior, etc.. We consider ourselves as a “partner” of our clients and work together with them. It requires a lot of effort to work in a team with very high professional standard, but it has been equally rewarding.

JUN NISHIGAWA

Account Manager & Moderator

One of my favorite parts of the day is the morning. Most of our international clients email us during our night time so, in the morning, I enjoy catching up emails so that projects seamlessly move forward. After that is completed, I focus on my project related tasks – (writing screener, discussion guide, and report, etc.). During this time, I can listen to some good music and, if I lose my focus, I refresh myself by having casual chats with my colleagues. The diversity of our staff (Japanese, Canadian, German, American, Australian, etc.) makes for interesting conversation and really sparks great ideas. I’ve been here for 7 years and I’m never bored.