Gallaher Brand Asset Management software - Poster Generator (for Benson & Hedges)

Gallaher Group Plc, the international tobacco manufacturing and wholesale company with headquarters in the UK, has leading positions in Austria, Germany, Kazakhstan, Republic of Ireland, Russia, Sweden and the UK. Gallaher's comprehensive 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, on CD-ROM. A procedure was devised for each of the European marketing departments to follow.

Each department was given the Generator CD-ROMs. When a piece of artwork is needed, they follow a simple 5 step process, which involves:

• Selecting a country
• Selecting the brand
• Typing in the required dimensions
• Selecting whether to include a promotional message or not
• Confirming selections and downloading the artwork

As each of the options is selected, an on-screen representation of the artwork is automatically displayed. Behind the scenes the application does all the hard work. By selecting the country, each of the specific country’s tobacco laws (% health warning sizes, tar & nicotine levels, image rights etc) are accounted for. By selecting the brand, the artwork displayed is subsequently updated. Typing the artwork size, 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 then an hour, resulting in huge savings in time and money for the marketing department, the production company and the legal department.