Scandinavian Tobacco Group has received acclaim for transforming its corporate brand.
The Group’s rebranding concept is among the winners of distinction of the REBRAND 100® Global Awards 2016, the highest recognition for excellence in brand repositioning and the first and only competition of its kind.
The recent repositioning and rebranding brings Scandinavian Tobacco Group back to its roots, with a particular focus on our products, theirorigin and manufacturing. Supported by stunning imagery of people and processes from our manufacturing facilities, the new corporate brand tells the story from seed to final product with an authentic voice – giving the lion back its roar.
Director of Group Communications Kaspar Bach Habersaat says:
"We build a coherent corporate brand with the promise to our stakeholders that we are the company creating moments of great enjoyment for smokers. Other tobacco companies focus on harm reduction, having the strongest brands or product innovation with attitude. We focus on our many striking people who are ignited by our products, their origin and manufacturing."
Scandinavian Tobacco Group was selected for the REBRAND 100® Global Award of Distinction among hundreds of entries from more than 37 industries and 42 countries during the period between 2013 and 2015. With this award, Scandinavian Tobacco Group joins other prestigious companies, including Jaguar Land Rover, CVS Health and Southwest Airlines which all received awards this year.
The rebranding is developed together with Danish strategic branding agency Make. CEO Morten Brudholm says:
“Scandinavian Tobacco Group has been on a thrilling journey. We know for a fact that 75% of brands out there could disappear tomorrow without anyone noticing. Brands that fail to matter to their audience are in danger of fading into absolute irrelevance. Together with Scandinavian Tobacco Group, we insisted on going beyond the empty promises to distill what truly matters to the Group and its audience. They have been extremely open-minded and bold in the process of uncovering the higher belief that is the bedrock of their purpose and promise.”
REBRAND™, a US-based organisation, is the leading global resource on repositioning, revitalising and redesign of existing brand assets to meet business goals.