Objective/
To convey the message of Perfect Balance for PALL MALL Lights Cigarettes.

Obstacle/
Low literacy level.

Consumer Insights/
Consumer wants their LIGHT cigarettes to have the same taste as the FULL FLAVOUR but smoother. They despise tasteless cigarettes.

Solution/
Engage retailers with a mini game (balancing act) instead of having them reading thru the FAQs and product story.