As mentioned in a previous post about co-branded kits of canned coffee and packages of smokes, cigarette brands facing declining sales and a shrinking market are looking for ways to steal share and reinforce loyalty wherever possible. The latest effort by Philip Morris leverages the ever-present concern of the smoker—smoker’s breath—by offering a box of cigarettes bundled with a pack of new Clorets gum in a two-in-one package.
This is a good example of turning an issue of consumer anxiety arising from one brand into a co-selling opportunity with a second brand that solves the problem, resulting in a win-win for both. Philip Morris gains a chance to convert new users, while Clorets gets its new product into the hands of a potentially core target. This is also an example of creatively re-imagining how your products are sold, one of our recommendations for brands in our Recession Handbook. Read @ JWT AnxietyIndex: Brand Answers for an Anxious World