Gallaher

The Brief

Gallaher recently re-branded its point of sale material across fifteen tobacco brands throughout Europe. Digital Marmalade were invited to produce an interactive solution that would not only communicate the new brand guidelines and act as a replacement to a pool book, but would also produce artwork that complies with each of the countries' tobacco laws.

The Solution

This project was very challenging because so many factors had to be considered. The tool needed to deliver pre-defined templates across many print sizes in both landscape and portrait orientations, and provide a logical storage system for all the digital assets required to produce the consistent printed collateral.

Tobacco advertising is subject to country law, which dictates percentage health warning space, tobacco levels and RRP statements, as well as control over emotive messages. Our task was to develop a tool which automatically adhered to each specific country's laws. We developed a law matrix which isolated options relevant to the selected country.

Another challenge was size and orientation. After much number crunching, we developed dynamic templates which followed a strict mathematical model, ensuring we could output good looking artwork in any print size and orientation.

The user is presented with a simple 5-step selection process; the user picks a country, a brand, types in custom dimensions for the artwork, selects whether to include a promotional message, then clicks download. At each step an on-screen representation of the artwork is displayed.
Assets are downloaded to the user's desktop along with dynamically produced HTML instructions (a graphical step-by-step guide, with exact figures to layout the artwork, ensures there's no room for error).

This tool is extremely powerful and one we are very proud of.