Peter I is a growing Russian cigarette brand owned by JTI. Its growth is mainly caused by the brand’s unique promotional campaigns, having started in 2006, in which consumers can win an apartment (EUR 50,000.-)! The promotional packaging is sold from March to August (6 months), during the rest of the year the ‘regular’ packs are on the market.
ClaessensCartils developed the special packs for the 2009 promotion. This edition had to contain more emotionality and aspiration; at the same time keeping recognition with the regular Peter I packs. Also, due to possible price increase, a more premium overall appearance was desirable.
Although different approaches were tested among consumers, the winning design was close to former editions. However, by covering a larger part of the pack with a realistic illustration, the packs are now more coherent in their appearance and have a stronger perspective. Overall, the consumer perceives Peter I as more qualitative.
The promotional packs will be on the market from March to August 2009.
Heineken introduced redesign of market leader Corgon. Claessens|Cartils is the winner of an international pitch organised by Heineken Slovakia on the redesign of Corgon.
The challenge was to create a new appearance for this leading beer brand that would fit its history and quality image. Based on a thorough evaluation of the current design, Claessens|Cartils developed an outstanding redesign of the brand.
The distinguishing characteristics and modernity have been reinforced using the unique shield-shape of the label. Furthermore the visual of Corgon, the legendary Slovak hero and part of the authenticity of the brand, was moved to a more dominant position building on its icon potential.
The redesign has made Corgon more accessible in any kind of occasion.
But above all, its looks fit and reinforce its strong position as market leader and symbol of the national football league.
