Japan Tobacco International (GD KATANGA & GD KASAI)

Winston Menthol Engagement Program

As part of the launch and commercial support of Winston Sweet Menthol in the Democratic Republic of Congo, SecondLook was commissioned by JTI to orchestrate a series of strategic and operational activities in Greater Katanga and Greater Kasai. Regional Launches and Field Activation: We coordinated the Winston Menthol launch events in Lubumbashi (Lshi) and Kolwezi (Kzi), creating immersive brand experiences to boost adoption of the new product by distributors, retailers, and vendors. Alongside the launches, a large-scale field engagement campaign was rolled out in several major cities across both regions, including: Lubumbashi | Kolwezi | Likasi | Kasumbalesa | Kamina | Kananga | Mbuji-Mayi | Tshikapa. Our Role: SecondLook designed and implemented a proximity-based approach, supporting the sales force and engaging retailer networks through trained Brand Ambassadors. Our mission included: Organizing and managing the logistics of launch events; selecting and training field teams; implementing a discreet, compliant local communication strategy; and supporting points of sale to boost visibility and stimulate direct sales of Winston Menthol. A successfully completed program: Launched in 2024, the program continued until April 2025, effectively reaching priority markets in Greater Katanga and Greater Kasai. Working closely with the JTI DRC teams, SecondLook ensured regular performance monitoring, guaranteeing the achievement of visibility, implementation, and sales growth objectives.