One of the challenges to this work is to create a story behind each product that ties to its flavor cues. Within the Marlboro menthol portfolio, there are several packs that have distinct taste that reflect certain lifestyles that consumers relate to. As a result, we wanted to create scenes that tell unique experiences for each product story for a six weeks promotion called Top Shelf which high-light these flavor profiles in an online platform that consumers can experience. Beyond the online presence, Top Shelf Flavor also lived in retail with on product packaging and direct mailers to gain more engagement and buzz around this promotion.
Photographer: Clint Blower | Art Director: Tuan Huynh | Associate Creative Director: Vic Sanchez | Producers: Jon Luken | Agency: Leo Burnett
Top Shelf Flavor promo: Web, mailers, and on-pack (retail)
