About Project

JTI engaged TargetMax Agency to deliver a direct-to-consumer (DTC) activation for Dorchester Gold, their premium brand, across top retail outlets and HoReCa venues in Nigeria. The brief was clear: drive awareness, encourage trial, and support sales while creating a strong connection with the right audience. We combined creative thinking, strategic planning, and seamless execution to bring the brand to life in Class A retail stores and premium hospitality venues.


Activation Objectives:

  • Drive awareness, engagement, and buzz across retail and HoReCa venues to reach the right target audience.

  • Increase trial and consideration of this premium offering.

  • Support sales volumes through effective wholesale depletion.

What We Achieved

  • Generated strong awareness, engagement, and buzz for Dorchester Gold in Class A retail and HoReCa locations.
  • Increased trial and consideration of Dorchester Gold as JTI’s premium brand.
  • Supported wholesale depletion to help drive sustained volume growth.
  • Met all KPIs and exceeded client expectations.