Situation

In July 2013, NuMark (an Altria Company) announced its intention to enter the electronic cigarette category with products marketed and sold under the brand name MarkTen. Technology advancements in the packaging of consumer goods has transformed the way companies and adult consumers view packaging. Smart packaging refers to packaging that contains technology features that could not otherwise be accomplished through traditional materials, structural design, or print treatments.

Challenge

Our client believed there was an opportunity to “think differently” about the packaging of their product. We were tasked to identify 3-5 commercially feasible “smart” packaging concepts that could enhance or improve upon Altria’s current MarkTen electronic cigarette smart packaging. 

Result

Our team presented creative executions, a go-to-market strategy and a feasibility study to C-level executives.

 

Team

Harrison Brooks

Cassandra Collins

Greg Donnelly

Jacob Huber

Stacey Nicole