Cool uden røg

We replaced cigarettes with lollipops. Because if you can look just as cool with a lollipop in your mouth as you can with a cigarette, then it’s not the cigarette that makes the difference – it’s who you are.

We created buzz about lollipops by placing them in the mouths of celebrities without telling anyone why. Once young people and the media caught on we released a campaign with the simple message: cool without smoking.

Role: Concept & Copy