Dunhill Made In Mali Campaign
The campaign successfully repositioned Dunhill in the Malian market:
- Increased market share in key regions
- Improved brand perception among local consumers
- Strengthened retail partnerships
- Enhanced brand relevance in local market
By authentically connecting Dunhill's international heritage with local manufacturing excellence, we helped transform the brand's foreign perception into a source of national pride.
Executive Creative Director: Mike Miller
Creative Director: Anthony Wolve Deputy
Creative Director: Kelechi Uduma, Oladunni Williams
Head Of Art: Samuel Oluwagbemi
Art Directors: Joel Jeff-Onyegbule, Owolabi Ogunkoya
Copywriters: Misturah Owolabi, Nancy Ogbu
Brand Manager: Olumide Aganga Yvette Ogungbe
The Challenge
Dunhill faced declining sales in Mali due to consumer perception of the brand as too foreign and disconnected from local tastes. With BAT's new partnership with Sonatam to produce Dunhill locally, we needed to shift this perception while maintaining the brand's premium positioning.
Creative Solution
Led creative direction for a campaign that celebrated Dunhill's commitment to Mali through local production, while preserving the brand's international quality standards:
Brand Strategy:
- Developed visual narrative that showcased:
- Integration of local manufacturing excellence
- Maintenance of Dunhill's global quality standards
- Pride in Malian craftsmanship
- Economic impact through local production
Campaign Development:
- Created bilingual campaign materials in French and local languages
- Designed packaging that emphasized "Made in Mali" while maintaining premium feel
- Produced print and digital assets celebrating the partnership
Local Market Integration:
- Supervised adaptation of global brand guidelines for local relevance
- Created visual system that balanced international prestige with local pride
- Developed point-of-sale materials emphasizing local production
- Designed trade marketing materials highlighting the partnership benefits
Image Gallery
