Case Study · Pablo Silver Edition
A brand launch built end to end. Identity, apparel, a film, a wrapped Defender through central London, and a custom site to land it all.
The Brief
Building a new identity for one of the world’s biggest nicotine pouch brands.
What we were asked to do
Create a distinctive world around Pablo Silver that feels authentic to the Pablo brand.
Create and distribute content across paid and organic channels, alongside a custom website built to engage and convert.
Build and use a full media funnel across paid, organic and retention channels.
Chapter 01
With a large amount of creative freedom, the exploration covered the world of chrome, from Marvel’s Silver Surfer to spacecraft design. Chrome automobiles quickly became a strong internal direction, leading to the chrome lowrider as a visual symbol for Pablo Silver, bringing confidence, status and street culture to the brand. This evolved into a black, silver and grey palette with a dark, premium aesthetic. The website remained minimal to keep the product and messaging clear, while advertising was more visually layered and expressive to stand out in busy digital environments. The result was a visual identity that felt distinctly Pablo, but completely new.
Chapter 02 · Turning ideas into reality
We created a range of creatives for paid media, A/B testing creatives with some specifically targeting Pablo’s ICP and some targeting the wider nicotine pouch market. The creative team and the paid media specialists worked in synergy to create adverts that not only stop the scroll but comply with regulations on Google, Meta and Snapchat.
Retail
To ensure Pablo Silver maintained a consistent presence beyond its own channels, we created a suite of digital advertising assets for leading nicotine pouch retailers and ecommerce partners, giving distributors everything they needed to promote the range while staying aligned with the Pablo Silver identity. We also designed CDU displays for physical retail environments worldwide, bringing the same creative language into brick and mortar stores and ensuring Pablo Silver remained visually recognisable wherever the product was sold.
Merchandise
Techpacks
A friends-and-family merch line, from the undercarriage tee to the hoodie, with full techpacks for production.
Social
As part of the wider launch strategy, Pablo wanted a single, high impact hero product cinematic trailer to introduce Pablo Silver and establish the visual world of the new range. The trailer was designed to become the campaign’s central creative asset, giving the launch a strong visual identity that could be rolled out across paid media and organic social. Built around the chrome lowrider and the wider dark aesthetic, it was created to capture attention quickly, communicate the character of the new range and provide a recognisable piece of creative that could anchor the campaign.
Experiential
Alongside the Pablo Silver trailer, we wanted to take the campaign beyond the screen and create a physical hero that could generate attention in the real world. We designed the complete Defender wrap, developing the chrome silver finish, Pablo Silver Edition branding and overall vehicle artwork to ensure the car felt like a direct extension of the campaign. The Defender was then driven through central London, from Tower Bridge to Oxford Street, while also visiting selected influencers to create content around the launch. Our camera crew documented the journey, capturing the vehicle in motion, the public’s reactions, influencer moments, behind the scenes footage and stills. The content was then edited by our team into a campaign film, extending the Pablo Silver identity into reality.
Defender wrap, four views
Behind the Scenes
Web Development
To support the launch of Pablo Silver, a fully custom website was designed and developed around the visual world and design language created for the campaign. The website became the central destination for the launch, giving customers the opportunity to claim a free pot of Pablo Silver in exchange for signing up, allowing the brand to introduce the new range while capturing valuable customer data for future marketing. Built entirely by our in house development team, the site was engineered for performance, SEO and conversion, with the aim of ranking competitively across relevant nicotine pouch search terms while delivering a seamless user experience. Supported by a targeted paid media campaign, the launch generated over 10,000 visitors within 48 hours, with the giveaway distributing 4,000+ pots before completely selling out.
Chapter 03
Conversion
The giveaway was designed to remove the barrier to trying a completely new product. A focused landing page, clear proposition and streamlined signup journey turned campaign attention into measurable customer acquisition.
4,000+
Pots claimed in 48 hours
10k+
Customer sign-ups
40%+
Conversion rate
Media performance
Paid media was used to introduce Pablo Silver to a targeted audience at scale, with creative developed specifically for each platform and placement. Multiple formats and creative variations allowed the campaign to identify the strongest performing combinations and continually direct traffic towards the launch.
350k+
Ad impressions
£0.50
Cost per sign-up
4.8%
Click-through rate
Digital performance
The site was built to handle a concentrated burst of traffic during the 48 hour launch window, while SEO and technical performance were considered from the outset.
15k+
Unique visitors
<1s
Page load time
99.9%
Uptime
Chapter 03
4,000+
Pots claimed in 48 hours
350k+
Ad impressions
£0.50
Cost per sign-up
Pablo Silver started as a new product with the challenge of establishing its own identity within an already established brand. RedPxl took the launch from concept to market, developing the creative direction, visual identity, campaign content, custom website, paid media, distributor assets and physical brand experiences. The result was a complete visual world built around one central idea, carried consistently across digital, social, advertising, ecommerce and physical retail. Within the first 48 hours, the launch generated significant customer demand, drove thousands of product claims and completely sold through the initial giveaway allocation.
The Result
One idea, carried across digital, social, advertising, ecommerce and physical retail, and sold through in 48 hours.
One idea, carried from digital and social to ecommerce and physical retail.
Contact us
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