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BRAND DNA BOOK
OVERVIEW
Another project undertaken in conjunction with Fitch, the Lucky Strike Book was particularly challenging – and particularly necessary – because no global market is as complex, restrictive or fast-changing as the cigarettes and tobacco market.
The Book asks and answers questions such as:
What music would Lucky Strike listen to? What food would he eat? What car does he drive? What clothes does he wear? What shops, clubs, environments, architecture represent Lucky Strike kind of places? Etc, etc.
This was not simply an exercise in brand personification: it was a
successful attempt to predict and dictate brand behaviour at every
touchpoint, in every market, across all visual and non-visual
expressions. It succeeded, and continues to succeed, because it provides
guaranteed consistency of expression – and therefore consumer
experience – anywhere in the world.
