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_Styles change.

Style doesn't.

Get Minted.

_St Moritz menthol cigarettes were being elevated from standard cigarettes to superpremium level for the Nigerian market. As a consequence, the price was being increased by over 50%.


The key insight was that Nigerians saw St Moritz as a must-have status brand. By using the increase of price as a positive move, St Moritz became the purveyor of style and a desirable brand to be associated with.


To overcome the barrier of an advertising ban, a style bible in the form of a quarterly magazine was created. Each issue covered a different style subject such as fashion, travel

and celebrity.







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