NEWPORT — BOOST + RED & GOLD + EXP
OVERVIEW
With the U.S. menthol ban fast approaching, Newport launched two new products, Boost and EXP, while repositioning its existing Red & Gold lines. The challenge was maintaining brand equity and consumer loyalty during a major regulatory shift.
STRATEGY
The strategy balanced innovation with familiarity. For Boost and EXP, we needed to introduce new products that felt unmistakably Newport while appealing to existing consumers. For Red & Gold, the focus was on elevating existing lines to fill the gap left by menthol restrictions, reinforcing their place in Newport's portfolio.
OUTPUT
For Boost and EXP, I was responsible for pack design, marketing concept and development, campaign communications, print and digital creative, and launch rollout. For Red & Gold, I led print and digital marketing communications for national and state-specific campaigns. I ensured all three lines maintained Newport's grit and edge while adapting messaging to meet varying state regulations and consumer needs during a pivotal transition for the brand.
IMPACT
The launches and repositioning helped Newport navigate the menthol ban with minimal disruption, introducing new products that resonated with existing fans while strengthening the product portfolio as a credible alternative in a transformed market.
