Philip Morris Shiro Launch (now ZYN)
The joy of creating a brand starting from a piece of paper.
This product is not risk-free and provides nicotine, which is addictive. Only for use by adults.
The Brand
From July 2022 with just a framework slide, to the first film in March 2023: a full-scale journey giving birth to a brand.
Communication
Developed three copies rooted in local insights, tested with consumers, aligned with stakeholders.
Global Alignments
Adapted global and regional ideas to fit local truths, passing every checkpoint to preserve the brand's soul.
Digital First
Launched digital-first: media-specific content, e-commerce hooks, scroll-stopping social and display ads.
Changing Teams
Juggled three different teams across nine months; no fumbles, no delays, just smooth sailing.
Numbers
Sales smashed every target, even as inflation pressured the category.
Shiro Pakistan's campaign was later adapted for the Indonesian market.
