Hasta La Gadget!

We reported a while back about Lark’s very interesting and creative tobacco co-branding campaign with Japanese creatives. The packages themselves got the custom treatment, but so did the unique freebie lighters which often ended up on Yahoo Auctions for over $20.

Virginia Slims, the definitive woman’s brand, has done much to feminize its image in the last years. Beyond graphics, the packages themselves for the “Duo” series split nicely in half for convenient purse carrying. This collaboration with Shibuya-girl brand Gamble Fish is similar to the Lark promotion, but goes strictly for fashion and aims for female smokers in their 20’s. Lots of sparkles, stars, glitter, and nice Gamble Fish freebies to go with it. Not sure if this is a coincidence or not, but there are also some “star” overlaps on the packaging and fashion items as well!

We like this concept of a wide variety of packaging to appeal to different market segments. It’s cheaper than ever to customize and print these, and creates a totally different impression than the same-old logo all the time.