A new kind of filter, a new kind of story
For the launch of Newport’s two new packs, Boost and Boost Gold, we were tasked with introducing a unique product innovation: squeezable filters that allowed smokers to adjust the level of menthol. Boost Gold could shift from non-menthol to menthol, while Boost moved from menthol to more menthol.
The campaign concept centred on bringing this release of flavour to life visually. Inspired by nightlife aesthetics, we used glowing bokeh lights and atmospheric nighttime smoking scenes to symbolise the surge of menthol freshness when activated.
A campaign of flavour and light
The campaign rolled out across email, direct mail, and point-of-sale, creating a cohesive brand world that blended product function, sensory storytelling, and functional copy.
By translating a technical product feature into an emotive, flavour-led visual language, Newport Boost’s launch felt both innovative and engaging, turning the squeeze filter into a moment of discovery for consumers.
