Case studies


Premium Tobacco Brand Re-Launch

A global tobacco brand is looking to re-launch a premium brand and would like to explore key drivers and the brand’s relevance to consumer to help drive the brand’s positioning in Japan. Communications materials and product designs were also tested to assess consumers’ image of the brand.

Premium Tobacco Brand Re-Launch

Photo by Erica Leong  on Unsplash


  • A brand assessment in terms of overall image, communications and product designs
  • A lifestyle diary was also included to delve dive into the consumers – understanding what makes them tick?


  • 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

“Thanks a lot for the detailed planning and all your efforts to meet our request.”

- Client voice
All Tobacco

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