Gentlemen on the move

Background

The most pressing challenge when VCCP first came together with Dunhill was to clarify the brand - not only to distinguish itself within a crowded luxury market place, but also to eliminate misconceptions about its centre of gravity as a ‘smoking’ brand. It needed to stand for something distinct and memorable.

Secondly, Dunhill needed to become younger and more dynamic. The brand was traditional and respected, but neither stimulating nor surprising. It was, in short, in danger of becoming a museum of heirlooms for a generation in retirement.

The solution came in two main phases. Phase one concentrated on communicating a distinction of positioning that leveraged its heritage. Phase two evolved this by fine-tuning the brand globally and extending its appeal to younger males. This campaign phase also helped strengthen the brand’s foundations for one of its most ambitious developments to date, the launch of the ‘Home of Dunhill’.

Acknowledging that the era of male luxury and indulgence was well and truly upon us, we defined the brand ambition as ‘Advancing the pursuit of male indulgence’: a clear and dynamic elevator statement that drove each stage of the brand’s development and communication.