Glo
Activating a new THP product within key GCC markets with an immersive experiential platform and activation spaces.
STRATEGY / EXPERIENTIAL / UX/UI DESIGN / ACTIVATIONS
THE CHALLENGE
British American Tobacco needed to tap into the KSA & Jordanian markets to launch their new THP (Tobacco Heating Product) - glo.
They needed a launch moment, activation framework, and experiential platform for a category AND product that challenges tobacco norms while preserving much of its best by introducing convenient, considerate, aspirational, and different ways of consuming it.
THE SOLUTION
An activation platform - ‘Reimagination’ spoke to the regional savvy curators & stealth alphas, inviting them to join our tribe of curators and ‘reimagineers’ that allowed them not just to reimagine tobacco usage, but to create a movement that allowed them to tackle any moment lacking in authenticity, and to reimagine it, their way.
THE ACTIVATION PILLARS
Pairing the glo product with two key strategic pillars - music & coffee, a flexible framework allowed both the brand and product to connect with the target market; the 90% of the 10%, onboarding them as curators rather than creators, speaking to the overall brand codes of glo allowing consumers to ‘Reimagine their everyday, their way.’
REIMAGINE COFFEE, YOUR WAY
Reimagining the ritual of “coffee + nicotine” - a pairing coffee menu was curated to pair certain coffee mixes with the various flavour profiles of the glo product, a re-engineered approach to a cultural habit that helped to position the product at the forefront of the changing landscape of tobacco + nicotine consumption and usage.
REIMAGINE MUSIC, YOUR WAY
An activation experience that invited guests to select and pair traditional Arabic beats to remix, blend, and reimagine with futuristic trance/dance music to create their own unique music samples.
Placing the power of reimagination and curation in the hands of the consumer, the product trial and education were linked to the activation experience (pairing beats to the vrious flavour profiles) to provide a 360 holistic brand narrative, that heroed the power of individual curation.
LAUNCH ACTIVATIONS
The Reimagination Platform was launched through opening parties + festival spaces across both KSA and Jordan, bringing high visibility and engagement to the brand campaign + product, and providing guests + consumers alike a tangible + immersive trial experience with both our activations and the glo product itself.
