ABOUT

To assert themselves as the blending experts, Dunhill created a line of products crafted with different tobacco blends. After research, it became apparent that consumers were used to navigate through SKUs by strength rather than by tastes, and did not understand Dunhill's ‘blends’ proposition.
The solution was to create a toolkit for a global educational campaign to explain the blending process and the different tobacco tastes. Using impactful visuals deployed across multiple touch-points, a simple messaging strategy and relevant engagement programs, Dunhill is now considered as The Blending Experts in the category.