The first rule of Rizla flavour cards — you can’t say what Rizla flavour cards actually do — thanks legal!

Our challenge was to rouse curiosity for Rizla’s newest product, created to tackle a menthol ban. This minty card slips inside tobacco packs to make them menthol-y once again.
But we needed to say it, without saying it.

That problem, became our solution. By forcing viewers to fill the blanks themselves, we got filthy minds coming up with something way more enticing than the truth.

To satisfy their curiosity, they’d need to do a little web visit, where the truth was revealed: flavour cards are used to flavour smoking products. Ooooh naughty!

Print. Social.