The greek subsidiary of a world-wide tobacco products company assigned to CnC International Group of Companies the launch and promotion of two of its brands that were introduced to the greek market.

Over a period of three years, the CnC International Group of Companies team designed and implemented a series of below-the-line promotional activities to increase product visibility and penetration.

Slim Agenda - vanilla & blue

The Slim Agenda brand is aimed at a female audience and competes with other slim type products that have a longer and more established positioning in the Greek market.

To promote the product, CnC International Group of Companies designed and implemented a promotional programme that resulted from the detailed analysis of the consumer and market profile it conducted. In detail, its services included:

• Market and customer profile analysis
• Design of the promotion and communication approach.
• Design and development of a character that reflected the product’s characteristics and icon to be used in below-the-line communication and promotion activities
• The design, organisation and implementation of 126 sampling programmes, each of 420 contacts, in selected cities all over the country (including samplers’ outfits and equipment, sampling vehicles, on-site games and quizzes with high tech portable equipment and feedback mechanisms)
• The design, creation and manning of sampling stands to be used in events the brand was sponsoring.
• Realisation of 7,000 contacts during events.
• The development of games and competitions with content and prizes reflecting the image and icon of the brand (such as spa and luxury resort weekend prizes or accessorize games)
• The design, organisation and implementation of custom made events (such as the street fashion parties around the country by renowned greek designers followed by a DJ party, highlighted by the drawing of presents for one lucky consumer)
• The design and production of animation ads used in events.
• The design, creation, implementation and running of a loyalty club for sellers of the product aiming at enhancing their involvement with the product
• The design and production of all printed material

Rockets

The Rockets brand is aimed at a male audience. Having specific competitive advantages over the competition, the promotional campaign aimed at raising visibility of the fact that the product pack contained more cigarettes than the average pack of its category and of the brand’s colour, insignia and other features.

To promote the product, CnC International Group of Companies designed and implemented a programme that resulted from the detailed analysis of the consumer and market profile it conducted. In detail, its services included:

• Market and customer profile analysis
• Design of the promotion and communication approach.
• The design, organisation and implementation of 120 sampling programmes of 450 contacts each, in selected cities all over the country (including samplers’ outfits and equipment, sampling vehicles, and feedback mechanisms)
• The creation and implementation of on-site games aiming at increasing brand visibility and collecting customer data for marketing analysis and promotion
• The design, creation, implementation and running of a loyalty club for sellers of the product aiming at enhancing their involvement with the product
• The design and production of all printed material