L&M
Open for more
The Problem
For many years L&M had a global platform called "& is more." Based on the idea that L&M makes more types of cigarettes than any company, it fell short in many markets, as it was hard to understand or even read meaningless gibberish to some.
We needed to build something new, something universal, easy to understand, and still tied to the brands core trait of being "more."
The solution
Be big. Be simple. Be human.
Stand for something.
We all know that its easy to meet other people and explore other perspectives sharing a conversation over a cigarette. L&M encouraged everyone to open up to the world and discover differences and share experiences. And always to expect a little more from L&M when they open their pack.
By taking the focus away from the cigarettes and moving it onto human behavior we were able to stand out in a crowded, image-based marketplace with a clear identity that smokers could believe in.
