CHALLENGE

Gauloises faces the need to rejuvenate its brand image to resonate with a modern, sophisticated audience while adhering to strict tobacco advertising regulations. The brand must overcome the stigmatisation of smoking and communicate its message of freedom, rebellion, and intellectualism in innovative ways that align with contemporary values and health-conscious consumers.

INSIGHT

Freedom and autonomy are timeless desires, especially for individuals who value intellectualism, individuality, and self-expression. In today’s fast-paced, digitally-driven world, people seek brands that not only reflect their personal values but also connect them to a larger, enduring narrative of rebellion and non-conformity. Gauloises can position itself as more than just a cigarette—it’s a symbol of personal freedom and resilience in the face of societal pressures.

SOLUTION

The "Freedom Endures" campaign revitalises Gauloises' rich heritage by celebrating freedom as a timeless and resilient force. Through digital platforms, event sponsorships, and targeted in-store displays, the campaign focuses on Gauloises’ enduring association with intellectualism, rebellion, and cultural pride. By aligning the act of smoking with a personal expression of control and individuality, the campaign invites consumers to embrace their freedom, reinforcing Gauloises as a brand that transcends eras and remains a symbol of bold self-expression and autonomy.