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Camel Portfolio alignment

As the first brand to launch 'Crush' technology (the ability to change the flavour of your cigarette), Camel cigarettes required a holistic messaging overview for their portfolio of products. Working with a team of creative minds, we set about defining the hierarchy of messaging, creating simple benefit driven instructions to describe what would happen if you 'clicked' as well as bringing the portfolio together under one umbrella sub-brand.
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