Pro Luxe is a new brand of quality rolling papers that are being introduced to the Israeli market. Until now there were only 2 brands – OCB and Rizzla, for a very big consumer market (believe me on that – there is a chubby slice of market to be shared in this field over there), and realizing the opportunity before their eyes, the 3 partners of PRO Israel decided to import the new brand into the country.
PRO is PRO because of the quality of the super super fine paper and completely natural materials. But this is not enough to catch the israeli audience. Once you live in Israel you can understand what they connect with and how to speak a language they will understand and like. And I have noticed, some time ago already, that Israelis like to laugh. They like to take the piss of things – really. So I’ve created the whole concept of the Brand for Israel – it has to be smart-funny, and it has to challenge the viewer. PRO is young, smart, outgoing, spirited, and free! (free to stand for what it is).
2 Slogans were created for the Campaign, one in English and one in Hebrew. “How to be a PRO” (E), and “The next roll” (H – הגלגול הבא), complemented by the illustrations of a hand rolling up a very special shape (for the campaign we used what is know as the “Tulip joint”).
Because the money to invest in marketing and advertising is never big enough, we have decided to make punctual actions in specific occasions. The first action to kick off the Campaign took place inside a music festival called Indigo Festival (also my customer… mmmm… coincidence?). We made t-shirts, 1,80 meter flags, chain flags and stickers and we hired people to go around the festival distributing samples of the product and the stickers. The people liked so much the idea of “How to be a Pro” with the illustrations, that we had a few flags stolen!!! Brilliant!
Now we’re building the website, that will have a few techniques of “How to be a Pro”/”The next roll”. Soon it will be online. Check it out!
You can see the materials of the Campaign here
See you next time!