Gallaher Group Plc, the international tobacco industry and wholesale company based in the UK, has leading positions in Austria, Germany, Kazakhstan, Ireland, Russia, Sweden and Britain. Gallaher's brand portfolio includes Benson & Hedges, Silk Cut, Mayfair, Sovereign, Sobranie, Dorchester, Troika, LD, Memphis, Meine Sorte, Ronson, Blend, Hamlet, Old Holborn, Amber Leaf and Condor.
Gallaher wanted to ensure that point-of-sale printed material was uniform across all brands and territories, our approach was to develop a wizard-based, point-of-sale artwork generator, delivered on CD-ROM. A simple procedure was developed for each of the European marketing departments to follow.
Each department received Generator CD-ROMs. When a piece of artwork is required, they follow a simple five step process. As each of the options is selected, an on-screen display of the artwork is automatically updated. Behind the scenes the application does all the hard work.
By choosing the country each of the country's tobacco laws are accounted for, these include percentage health warnings sizes, tar and nicotine, image rights etc.
By choosing the brand the illustration is subsequently updated.
Typing the artwork dimensions or selecting from predefined formats, repositions all the artwork in-line with the new proportions (the most impressive part of the application).
Including a promotional message, again automatically repositions all the artwork leaving a space for a promotional message.
On clicking download the relevant artwork is copied to the users desktop with full graphical instructions.
The whole process from conception to print-ready artwork can be done in less than one hour, resulting in huge savings in time and money for the marketing department, the production company and the legal department.
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