Freedom Music is Winston cigarettes platform to connect and engage with adult smokers. It is designed to create an emotional connection to the brand, building brand equity over time. It was launched in 2009 and needed a refresh. The strategy proved that consumers are tired of music fed by algorithms and prefer their music to be more ‘real’ to them. So I created ‘Real to me’ - the tipping point when live music truly engages. The markets fell in love with it instantly.
Digital platform
Eye-catching centrepoint
Portable container
Look and feel
Free merchandise
Small venues
Green Room
DIsposable camera promo
A huge International toolkit was created covering all aspects of cigarette marketing. Naturally, some markets are ‘darker’ than others, so a whole suite of assets were created. The starter kit was created for immediate launch, but, as markets did their own Freedom Music events, they were encouraged to develop assets to make the Freedom Music event even more ‘real.
