LUCKY NUMBERS- March 2008
This Limited Edition exercise was part of a long term initiative to build on the adventurous character of the brand when you try to find your Lucky Number.
BLACK SHEEP- March 2009
The brief read: "this new product... will be black tobacco, which makes as strong as a cigar, but it will be shorter in size than a regular cigarette because a production issue..."
So, we had a great chance to flip the coin, and shift a weakness into a concept strength.
I called it black sheep. Basically, because it is different, and with stronger taste, which implies a lot of character. RIght away I knew what the pack would look like: Small. Black, and with Tattoos, of course. Designing this pack was a lot of fun.
This one roll mostly on south america. Colombia, Venezuela, Perú, Brasil and Argentina.
The idea of having a black sheep on the Lucky Strike family was so attractive, that we tried to take the experience all over. Not only on the pack, but inside and even on the tipping of the cigarets as well.
Lucky Strike Black Sheep, this guy was tough.that we want that personality on the communication. So Bold and Strong, that would be capable to tell smokers to Flock Off!
The print test. I want it to have kind of the skin texture you get when got a new tattoo. Use push print and some special UV inks to give the shinny look of the tattoos.
