B&H MENTHOL BOOST PACK UPGRADE
Objective
Build Equity for the Brand in the sensation segment and sustain growth in brand appeal/imagery perception
Increase patronage and affinity for B&H Menthol Boost, draw from key competition’s Adult Smokers Under 30 (ASU 30) growth-share amidst own brands and others.
Activity/Task
- Using a combined force of Roving Teams and Foot Trekkers to communicate campaign message – “THE BOSS”, Maximum Menthol Sensation and Reinforce the Capsule and Fresh Lock innovations on B&H Menthol Boost using the trade brochures
- Reward every trade purchase of 1 roll of B&H Menthol Boost and every consumer purchase of 1 in consumption outlets
Outcome
Achieved over 80% of sales Target (23mns), Outlets Coverage and Consumer contact.
