The ask:
Strategically revitalize brand campaign.
The fun:
Multiple Photoshoots, Web Design, Email, Direct Mail, Retail Signage, Promotions, Print Ads, Rewards Program, Digital Brand Book
CAMPAIGN
The Ask:
Help men over 35 reconnect with the social bonds they often miss due to the pressure of daily responsibilities.
The FUN:
Skoal knows that when it comes to dippers, everything is a little better when the guys get together. We want every can of Skoal to remind our dippers of time with the guys.
"A Pinch Better Together" embodies the spirit of inclusivity, camaraderie, and the shared journey that comes with having Skoal along for the ride.
PROMO
THE ASK:
Develop sweepstakes to emphasize the superior quality of the Skoal brand within the smokeless tobacco category. Offer high quality gifts as a token of appreciation for consumer loyalty, particularly in light of a significant price increase.
THE FUN:
We expanded the idea of quality to encompass time spent with friends, crafting authentic, imperfect, and relatable scenes of 'quality time' among the guys. To bring these moments to life, we enlisted improv actors to portray spontaneous, engaging interactions that fostered genuine connections within the cast.
We curated high-quality prizes that reinforced Skoal's premium positioning, ensuring each item was both meaningful and practical for guy time. Additionally, we designed a straightforward instant-win game to drive daily brand engagement and create continuous interaction with our audience. 8 weeks. 1000's of prizes. Each week highlighting a different Skoal product.
WEB
THE ASK:
Redesign the Skoal website to drive more user engagement, community, and an easier way to navigate through all 27 flavors of Skoal.
THE FUN:
We learned that dippers 35+ don’t have a lot of time to get together with friends. So we built the website around the idea of camaraderie and interaction with others.
Polls, surveys, question/response posts, forums, videos, tips & tricks to try at home. We also created a “flavor finder” quiz that calculated a product recommendation.
PACKAGING
THE ASK: What are we going to do for Skoal's 90th anniversary?
THE FUN: Pay homage to the OG. Repurposing the logotype from 1934 with a retro can design takeover on shelves.
REWARDS
THE ASK:
Establish a rewards platform to thank our most loyal audience through a price increase on our products.
THE FUN:
We curated high-quality items specifically related to dipping as a way to say thanks.
