There
was no brief! Firedog Directors have previous international
tobacco experience and we put this experience to good use.
We had a great idea for a POS ‘brand glorifier’
that offered a real benefit to the consumer, the venue and
the brand owner. We approached ‘BIG’ tobacco and
Imperial Tobacco commissioned us to design and produce the
unit on their behalf. The aim was to increase market share,
brand visibility and overall brand awareness of their Davidoff
premium cigarette brand in the UK.
What was Firedog's solution?
Our
POS ‘brand glorifier’ dispenses cigarettes whilst
doubling up as a credit card tab management system. We made
an effort to understand the new legislation directed at tobacco
advertising and POS in the UK and offered a POS unit that
fully complied with the new directives. Our unit attractively
displayed 10 boxes of cigarettes in a customised housing unit
with a lockable door to prevent pilferage.
The boxes were lit with cool white lighting whilst the Davidoff
branding was illuminated through the laser cut panel to produce
a halo lighting effect.
Credit cards were designed to be fully
visible at all times to prevent the skimming of credit card
details by dodgy venue staff. Imperial produced an initial
run of 25 units to test in upmarket nightclubs and bars in
London. 500 units have since been produced and are located
in venues across the UK.
Firedog has been approached to produce similar units for alternative
Imperial Tobacco brands. Watch this space!
