St Moritz - Get Minted!
St Moritz menthol cigarettes were being elevated from standard cigarettes to superpremium level for the Nigerian market. As a consequence, the price was being increased by over 50%.
The key insight was that Nigerians saw St Moritz as a must-have status brand. By using the increase of price as a positive move, St Moritz became the purveyor of style and a desirable brand to be associated with.
To overcome the barrier of an advertising ban, a style bible in the form of a quarterly magazine was created. Each issue covered a different style subject such as fashion, travel and celebrity.