JTI was set to launch American Spirit in Denmark, but with regulations limiting direct tobacco marketing, the solution was to look inward — toward the people who would sell it.
The campaign targeted staff across 7/11 stores nationwide, taking the form of a gamified internal competition in which stores competed against each other on their knowledge of American Spirit. Through a dedicated app, employees could explore the brand via videos, interactive games, and quizzes — a deliberate blend of learning, entertainment, and competition.
The winners — the store with the highest score — took home a trip to Santa Fe, New Mexico, the spiritual home of American Spirit, crowned with a grand celebration.
