Marlboro – Club Red Experience

The Challenge:

Marlboro sought to break conventional brand expectations and engage Nigeria’s youth market through Club Red, a bold, lifestyle-driven initiative. The goal was to shift perception from tobacco branding to a culturally relevant nightlife and entertainment experience, while maintaining brand compliance and navigating regulatory landscapes in the region.

The Idea:

To position Club Red as a premium nightlife brand and cultural catalyst. Through immersive event experiences and high-impact digital storytelling, the campaign aimed to align Marlboro with music, creativity, and youth culture in a dynamic and authentic way.

The WorkBEAN Creative delivered a comprehensive IMC campaign for Club Red. Two major event activations Red Rave x Element House and Club Red x Voyage Lagos were designed to build cultural capital through music, curated atmospheres, and influencer engagement.

Key deliverables included:
– Creation and distribution of press releases to top-tier media outlets
– Social media strategy, co-management, and content cross-promotion
– Influencer activation and Twitter trend amplification
– On-ground event coordination and experience management
– Post-event analytics and impact reporting
The focus was to drive visibility, build brand affinity, and spark engagement across platforms.

The Result:

Club Red successfully positioned Marlboro as a lifestyle-forward brand in Nigeria’s nightlife space. The campaign generated strong social media traction, with significant influencer reach and high engagement during both activations. Coverage in key media platforms and buzz across Twitter solidified Club Red as a culturally relevant movement. The integration of physical events with digital storytelling ensured maximum visibility and lasting audience impact.