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.
The Objective
We needed to create awareness around the counterfeit problem without scaring away consumers or alienating honest retailers.
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.
