Coop's Loop

Competing with the brand loyalty of a giant such as Newport is a tall order for even the most talented branding minds. When Cheyenne International called us in on this project, of course we were up to the challenge. After a two day market research event, we were armed with data and opinions from our very targeted market... everything from taste to color of the package to perception of the product was discussed and recorded.
 
After three design options and additional feedback from our research group, we decided to go with the concept loosely based on the thumping music that billows from chic clubs combined with a generic-looking design that feeds into the market's buying patterns. The name Pulse speaks to the consumer's love of music, the colors clearly express the menthol flavor and the design is trendy and fresh although clean and simple, almost generic.
 
While the packs and cartons are the first step in getting the public to notice a new product, in an industry as competitive and regulated as this, it takes much more to get noticed. Product release events were put on in select cities where the new product was introduced. In conjunction with a well-known party spot in the area, Cheyenne was able to promote their new product with ground force wearing shirts, handing out coupons, matches and swag. The large banners prominently displayed the sponsor of the party and table tents reminded people where ever they chose to rest their drink.
 
The success of these parties in the first two cities has resulted in numerous reorders in less than a month. This type of demand is unheard of! In a space where other, larger, more well-known brands have tried and failed, Cheyenne is breaking new ground with Pulse. To continue the momentum, two additional cities have been targeted for product release parties. Feel the beat!