EVOLVE brand development and packaging
https://www.wardgraham.com/evolve Follow the link to get the packaging and brand building strategy / story.
RATIONALE
EVOLVE is not an “e-cigarette.” EVOLVE is real tobacco, real tobacco taste and pleasure without the stigma of smoking. EVOLVE heats the tobacco perfectly vs. burning it allowing people to enjoy all the taste and pleasure that they are accustom to free of carcinogens.
Smokers today are confronted with a real issue. There’s no hiding or shying away from it. EVOLVE confronts the question head-on, strait forward, and right to the point emotionally.
Instead of using lifestyle, the EVOLVE device itself is the hero. No borrowed equities. No skirting the issue. No hesitation or tentativeness about who we are and what the value and benefits are with choosing to EVOLVE.
The communications platform utilizes a four tier principle to get the message across.
PROVOKE - a teaser flight to grab attention and raise consciousness of the issue.
COMPEL - introduce the product and state the value and benefits of heating vs. burning.
CONFRONT - get right to the point and challenge smokers to heat rather than burn.
COMMIT - engagement ACTS that dimensionalize, explain, entertain, and reward
EVOLVE‘ers for making the commitment to cease fire and heat rather than burn.
EVOLVE does require a changed commitment to the ritual for enjoying tobacco. An investment in the product and its accessories; the device itself, refills, and charger.
The target is 24+ and of sufficient economic standing to comfortably afford this investment in their tobacco pleasure. For example: our patrons are concert goers, but also attend music festivals such as the Montreux Jazz Festival.
EVOLVE targets and rewards its patrons with the same commitment, value and benefits as the one they make with their decision to HEAT, DON’T BURN.
CONTACT Ward at . . .
MAIL: ward@wardgraham.com
MOBILE: +1 829 294 1024
WEBSITE: https://www.wardgraham.com
LINKEDIN: https://www.linkedin.com/in/ward-graham/
