JT Internacional (Spain) – Camélame
Campaign Title CamélameBrand JT InternacionalCategory A7 FMCG Products Healthcare & WellbeingMedal SilverAgency Momentum
SUMMARY
Andalusia is a strategic zone for the brand as it represents 25% of cigarette consumption in the sub-premium segment, where Camel is positioned. However, Camel has a lower market share here than in the rest of Spain. Andalusian smokers did not identify Camel with their region or values, and this was preventing further brand growth.
CHALLENGES
To reposition the brand it had to become credible and desirable with powerful local...