Master Blend The Story: Dunhill decided to take the high ground, bucking convention and reverting to its roots by selling its cigarettes by the Blend of tobacco, rather than the industry standard of Tar/Nicotine levels. There are great brand stories to be told here, but this was a huge change for the consumer. Firstly, people didn’t know what a ‘blend of tobaccos’ was. Secondly, and even more challenging, this was first product in the range to change its positioning – the ‘master blend – was not unique. ’ As the base blend from which all others would be created, it had no USP. Solution: Make up a story. A really good story. Doing a bit of research, I found that the tobacco in the Master Blend came from all over the world…. The Plot: Use email and web to Launch ‘The Master Blend’ from Dunhill Readers: Global Campaign, adapted region by region Epilogue: Became the cornerstone of the new Global positioning for Dunhill cigarettes

Master Blend The Story:Dunhill decided to take the high ground, bucking convention and reverting to its roots by selling its cigarettes by the Blend of

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Master Blend

The Story: Dunhill decided to take the high ground, bucking convention and reverting to its roots by selling its cigarettes by the Blend of tobacco, rather than the industry standard of Tar/Nicotine levels. There are great brand stories to be told here, but this was a huge change for the consumer. Firstly, people didn’t know what a ‘blend of tobaccos’ was. Secondly, and even more challenging, this was first product in the range to change its positioning – the ‘master blend – was not unique. ’ As the base blend from which all others would be created, it had no USP. Solution: Make up a story. A really good story. Doing a bit of research, I found that the tobacco in the Master Blend came from all over the world….

The Plot: Use email and web to Launch ‘The Master Blend’ from Dunhill

Readers: Global Campaign, adapted region by region

Epilogue: Became the cornerstone of the new Global positioning for Dunhill cigarettes

Page 2: Master Blend The Story:Dunhill decided to take the high ground, bucking convention and reverting to its roots by selling its cigarettes by the Blend of

5 .1.

.3The core of the story, which explained the Master Blend’s positioning and formed the tease of the campaign:

We searched 5 continents for the finest 3 tobaccos to create 1 original blend, the Master Blend.

Page 3: Master Blend The Story:Dunhill decided to take the high ground, bucking convention and reverting to its roots by selling its cigarettes by the Blend of

Teaser Email Campaign: Initial message suggests the blending story

Page 4: Master Blend The Story:Dunhill decided to take the high ground, bucking convention and reverting to its roots by selling its cigarettes by the Blend of

Teaser Email Campaign: Second email reveals the blending story and directs the reader to the web.

Page 5: Master Blend The Story:Dunhill decided to take the high ground, bucking convention and reverting to its roots by selling its cigarettes by the Blend of

Website Intro: After the blending story is reveal, the reader is encouraged to order a sample pack

Page 6: Master Blend The Story:Dunhill decided to take the high ground, bucking convention and reverting to its roots by selling its cigarettes by the Blend of

Mail Follow Up with sample pack and sales leaflet underpinning the blend story.

Main Mailing

Leaflet Under Pack

Page 7: Master Blend The Story:Dunhill decided to take the high ground, bucking convention and reverting to its roots by selling its cigarettes by the Blend of

POS Out of category placement – putting the story in consumer context

Blending messages placed with Blended

Whisky Displays

Page 8: Master Blend The Story:Dunhill decided to take the high ground, bucking convention and reverting to its roots by selling its cigarettes by the Blend of

POS Out of category placement

The story of blending told on a literal canvas and displayed in Horeca & entertainment venues

Page 9: Master Blend The Story:Dunhill decided to take the high ground, bucking convention and reverting to its roots by selling its cigarettes by the Blend of

“Thank you and enjoy your blend

from Dunhill.”

Word of Mouth – Highly successful. Each time a pack is purchased, sales person responds with this verbal mnemonic, reinforcing the brand story, reinforcing the product positioning and mentioning the product name out loud.