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"With a 41.6% share of voice (double its nearest competitor) E-Lites dominated editorial in 2015"

A Curv Makes a Difference

To establish JTI as category leader we embarked on a campaign to educate retailers on a fast moving and evolving category, and support NPD

Gaining valuable insight with a retailer workshop, we used JTI’s launch of E-Lites Curv to educate retailers on the category and establish JTI as its leader. An exclusive event followed at a photographer’s studio used for underground gigs in Shoreditch to update media before the launch of a high impact disruptive print and digital ad campaign.
Our approach also included seeding video content from retailer interviews, exclusive profiles of key JTI personnel, instructive category advice via advertorials and feature copy with endorsement from retailers.
Kevin Whitlock, Editor, Wholesale News said: “It was good to see JTI taking a lead in a fragmented category and creating thought leadership. JTI is leading the way on this.”
Voted by retailers, E-Lites Curv subsequently won Retail Newsagent’s ‘Product of the Year’. The Grocer also named it ‘Top Launch’ in their Top Products Survey 2015.

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