This is a shout out to the playful spirits; the curious and the creative. Those with unstoppable energy who eat life with a big spoon and are eager to experience life to the full…Oh! And our marketing teams!

We're proud to welcome to the stage our new campaign, supporting our favourite flagship brand: JPS!

While JPS has long been a heavyweight when it comes to revenue generation, it’s fair to say the past few years have been a tough old ride. But guess what? We're back! Bigger and bolder than ever before!

Today we launch our new campaign and consumer experience platform: Let The Players Play.

A platform with grass roots music and play at its heart, a platform through which our audience, old and new, experience unforgettable moments.

Let the Players Play lands JPS firmly back in popular culture and even Source of Business Smokers tell us that it makes the brand distinctive, relevant, and modern. As such, together, we will take JPS to the next level: redefining the brand for a new generation of adult smokers.

So what are you waiting for? Just click the links below to reveal our new brand world, activation playbook and point-of-sales tools; all designed to help you drive JPS in FY24 and beyond. A whole new ecosystem awaits!

And while we ask you to stay tuned for more updates later in the year, for now we'll just remind you
that it's time to...

Let the Players Play!