THE BRIEF

The UK rolling paper market can be summed up in one word – “Rizla”. Across Europe our client Gizeh (pronounced Gee-zer) is a much bigger brand, but had not up to now entered the UK. Our task was to launch a challenger brand with one significant innovation, less paper per roll. Research with people who roll their own shows that this creates a better taste and less waste.

THE SOLUTION

We developed a humourous creative style which reflected the brand and the target market. The line “Fat Chance” encapsulates the product USP in a host of unlikely scenarios. This was translated into full page ads for mass market publications like FHM and specialist magazines like Angling Times and Motor Cycle News. Other aspects of this campaign include online marketing and an extensive sampling campaign targeting smokers at major festivals across the UK.

THE OUTCOME

Gizeh is now stocked by ASDA and other major retailers.

THE KEY POINT

Our philosophy is to get consumers to act – we’ve gone back to first base to get consumers to sample the product and helped achieve listings.