The brand overview
MOK is a challenger in the HnB (Heat not Burn) tobacco market with a great value proposition. Our audience of strivers - a generation of self starters, that are price-conscious but still want a product that delivers on its promise.
Offering the best value for money, the early adopter vibe, and the convenience, MOK is the no-nonsense choice for those looking for an HnB alternative to cigarettes or the established IQOS.
Our audience is exposed to different options when it comes to HnB, but only MOK has the balanced value proposition and approach that makes our target audience realize that MOK is the solution they’ve been looking for, a “this is it!” exclamatory revelation of the MOK products.
The manifesto
Everyone has something to bring.
Whether it be big or small, each one of us offers something unique.
What do you carry inside?
A hidden talent?
An unexpected skill?
Charitable deeds in the shadows of the 9 to 5?
When you show up, what will you bring?
Because what we’ll bring, is a celebration.
We will champion those who reveal their uniqueness
and bear their true light.
We will follow the dreamers who push themselves
far beyond the day-to-day grind
We are the flag-bearers of a new dawn,
of a better tomorrow.
And we will...
The visual language
Ambitious people set within dynamic environments. A 24-hour world in constant motion where our strivers are at work and play. Long exposures and vivid lighting set the stage for the strivers and their doppelgängers.
Distilled down into a key visual style that puts the lifestyle and product at the centre of our Bring the Heat concept.
The activation
Nothing says ‘striver’ more than the need to create personalised versions of your favorite devices.
Using a mobile tablet/printer setup in our store, we will allow our loyal users to uniquely customise their MOK devices using AI (Midjourney).
These customized devices will then become their VIP access ticket to our events or specific perks, and will allow LAUs to receive exclusive MOK discounts and offers..
We can also do this as a pop-up in HoReCa, highlighting the best designs on our social media accounts each week.
The social media
Content designed to build hype and educate on not only the new FWRD device but also the brand's new attitude.
Utilising various formats and platform specific formats to maximise the reach.
Caption: Find your heat with the new MOK FWRD. It’s effortlessly sleek with cutting-edge technology. #MOKFWRD #BRINGTHEHEAT
Caption: Find your heat with the new MOK FWRD range. What’s your color? #MOK #BringTheHeat #MOKFWRD
Caption: Embrace your potential and bring the heat with the new MOK FWRD. Discover the bold new look and full-bodied flavor of MOK and COO. #MOK #BringTheHeat
The point of sale
Translating the message and visual language to the retail environment
The website
A complete redesign of the existing brand portal, with the new FWRD device positioned as the hero and the launch campaign serving as the new brand tone of voice.