Platform Launch Of Marlboro Black Copper Label/Side B

Overview
How does music live within the suite of Philip Morris brands?

The Challenge
The previous Copper Label music platform was stagnant, failing to capture audience interest or any meaningful interaction.

The Approach
Reimagining the platform as a real look “behind the music,” capturing the raw stories of life on the road, showcasing the band’s stories and live performances. This resonated deeply, fostering a stronger emotional connection with fans redefining the Copper Label experience.

The Solution
We built an exclusive digital launch event: Rock Out & Win Big!, featuring bands, interviews and prizes. Drawing inspiration from the raw energy of live shows, the platform combined storytelling and immediacy, allowing fans to connect with the bands in a unique and engaging way.

The Impact
This approach to storytelling and design approach gives a framework for each brand’s unique voice and energy.