In a declining market, tobacco brands are struggling and new product ideas are necessary to attract customers. Like so often good product development comes from insight. Many smokers liked the idea of pipe smoking but felt that stuffing the pipe was both time consuming and difficult. The new product, Pipepacks, offered pre-packed pipe tobacco, ready to smoke, obviating the need for tools and expertise. Moreover, to fit the fashion-conscious smoker segment, Pipepacks come wrapped in a modern-retro brand identity and are supported by an aesthetic creative concept: Perfectly packed packs.