Brand Owner: PM/Chesterfield
Date: March 2006
Media Agency: Starcom
Media Owner: Cosmopolitan
Media Channels: Print
Chesterfield was facing a curious challenge. Despite its sophisticated design and interesting look, the brand's print advertising wasn't working as well as it might. Research found that the target audience was put off by the brand's use of the gothic script and tended to ignore the ad. Recall was low especially among women.
The media solution to this challenge was to ditch the gothic text and integrate the brand with editorial, something that is difficult to do in the U.S. but a strategy that is often used internationally. Starcom and Chesterfield created an ad with a difference for the biggest-selling woman's title in Ukraine, Cosmopolitan.
By working closely with the editorial department at Cosmopolitan, Starcom created an ad with holes cut out at strategic intervals so that phrases in the article beneath were revealed to convey the Chesterfield message.
Turn the page and readers found an article entitled "Living without complexes," a headline that ties in with the brand's identity, the "art of getting pleasure from life" as decreed by brand creator Lord Chesterfield.
Chesterfield and Starcom claim a market first for using both the regular and the mini-editions of Cosmopolitan for such creative. The use of the mini-edition was crucial to hit the younger, socially active and dynamic audience targeted by the brand as well as 80% of the magazine's total circulation.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc