Challenge: Since“KENT" is sold in cartons at airport duty-free shops, many of the consumers are
value conscious, and the presence or absence of a 'gift item' often affects the brand
selection. With competitors constantly conducting promotional activities using such
items, encouraging brand switching was difficult. Thus, developing an innovative gift
item was necessary for the purpose of sales promotion and effective branding.
Idea: Businessmen who are tobacco users in their 30's - 40's. Considering their interest in latest electronic devices,
project aimed to stimulate their intellectual curiosity. In collaboration with an up and coming product designer,
we developed an original portal speaker. This novelty item is a portable speaker associated with stereo system
design. By simply rotating, the power goes on, and by rotating more, the audio volume can be adjusted, or
turned off. “KENT VOL” is a portable speaker with excellent design operated by one simple act.
Result: The development of an unprecedented premium gift item contributed
to the innovative and sophisticated brand image of KENT. The spirit
of challenging new things was highly evaluated by tobacco stores
compared to our competitors. It contributed to sales acquisition and
merchandizing implementation, resulting in 0.9% increase in brand
share from the previous year.