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.