To crack the Zimbabwean market, the Rudland and George cigarette brand needed to go beyond ballsy in its communication, using evocative, personable and bold messaging to appeal to the market, creating awareness, inducing product trial, creating repeat purchases and encouraging switch behaviour. Fresh and provocative, the visual aspects of the campaign were treated with movie-like perspective, with the resultant images going totally against the market usual.The acronym RG was expanded into fresh two word statements that develop the essence and personality of the treatment, with the viewer dared with the direct challenge of ‘What’s your RG?’. The campaign’s deliberately contentious subject matter created a ‘Love it or Hate It But definitely Talk About It’ vibe. The market, especially competitors, responded to this. The buzz did not stop the brand’s traction, but instead cemented Rudland and George cigarettes as the unstoppable ‘New Originals’.