N | Dunhill (BAT)
'True taste discerns'
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Understanding what drives the ‘ultimate luxury consumer’ to desire products and make the purchase is not only based on pure price.
I was commissioned by Grey Advertising (G2) to define, understand and convert the ‘true luxury’ consumer to the DUNHILL range of products including single leaf, bespoke and cigars primarily in the ‘dark markets’ of the globe.
The key drivers for this discerning consumer are provenance, expertise, rarity and ultimate product delivery but with the added subtle difference in markets such as Asia. This marketing and design language strategy formed the basis for retail media, events and cross-channel communication.