Enjoy the Moment campaign launched in Germany in 2017 and is now live in over 40 markets. It introduced the pause symbol to create own able identity for a brand that had little substance or heritage. The Pause icon evolved from double Ls in brand name and very recognizable and ownable. It helps brand recognition on dark markets where branding can not be used. Where even this symbol is not permitted, it can be represented with two slashes //. The comms reinforce the icon and are all about taking a moment to pause and shift perspective on things. Comms came along with an app that designed to enhance the smoking moment. As a result, brand has become the biggest VFM brand in any category globally, bigger than Cadbury or Lay's, and still growing.