THE ASSIGNMENT

L&M is globally positioned in the mid-priced/discount category. It is a parity segment with no one brand exhibiting any distinct advantage over the other. Being made by Philip Morris does give L&M a small edge in quality over the other brands.

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BPWATS: “The Business Problem We Are Together Solving“ was how to convey that L&M isn’t a premium product being discounted, but a brand that is “just a little bit better” than all the rest delivering all the quality of the best.

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We needed to be premium in our communication, but not to the degree that we put off consumers who have made the conscious decision to purchase products in the discount / mid-priced segment. Be premium, but not too premium. Convey lifestyle, but not in such a way that the brand feels unattainable and out of reach. Be hip and cool, but not too hip and cool. Be . . . but don’t be . . .
 

SOLUTION: DEFY AVERAGE