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The Problem
Zig-Zag needed a way to combat counterfeit products, an issue that was diminishing the iconic brand’s image while costing it profits and customers.
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The Objective
We needed to create awareness around the counterfeit problem without scaring away consumers or alienating honest retailers.
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Our Strategy
We created a carefully targeted campaign that emphasized the quality of authentic Zig-Zag products, encouraged retailers to help eliminate fakes, and clearly stated the consequences of dealing in counterfeits.
