Japan Tobacco International (Gd Katanga)

Winston Red Lubumbashi Engagement Program

As part of Winston Red's commercial expansion in the Katanga capital, SecondLook was commissioned by JTI to orchestrate an intensive, five-week field activation campaign in Lubumbashi. From June to July 2025, we implemented a 1-2-1 activation program with dedicated Brand Ambassadors, creating direct brand experiences to enhance Winston Red's penetration among consumers and strategic points of sale. The deployment focused on Lubumbashi's major commercial areas, including high-density retail locations and priority transit corridors, to maximize brand visibility. Our role: SecondLook designed and implemented an approach based on direct consumer engagement and support for distribution networks. Our mission included: Selecting and training specialized Winston Red field teams; implementing an activation strategy compliant with JTI standards; rigorous weekly performance monitoring and continuous adjustment of tactics; and supporting points of sale to optimize product visibility and boost direct sales of Winston Red. A rigorously executed program, deployed over five consecutive weeks between June and July 2025, ensured systematic coverage of the Lubumbashi market with detailed weekly reports submitted to JTI. Working closely with the Bosco Kabuya and Frank Biayi teams, SecondLook provided continuous performance monitoring, guaranteeing the achievement of visibility and consumer engagement objectives for Winston Red.