Japan Tobacco International (JTI) has launched new limited edition packs of Camel, especially designed for adult Chinese travellers.
“This limited edition will significantly reinforce Camel’s brand awareness and equity within the fast-growing market of Chinese adult travellers. It will provide them with a choice of cigarettes that they will recognise as being especially conceived to meet their specific needs,” said JTI General Manager Worldwide Duty Free Vice President David Francis.
Until now, said JTI, the needs of Chinese travelling adult smokers had not been specifically addressed by a global brand. This set of packs combines both the increasing interest of the Chinese in travelling and their long tradition of returning with gifts, the brand owner said.
The new pack designs feature the iconic Camel superimposed on an identifiable outline of one of eight cities most visited by Chinese travellers. The limited edition designs include Dubai, Singapore, Seoul and Amsterdam with the names of each city spelt out in Chinese characters.
Camel Chinese limited edition “˜Cities of the World’ was initially launched in the United Arab Emirates in April 2012 and is being rolled out in May at Seoul Incheon, Taipei-Taoyuan, Milan, Rome, Singapore Changi, Amsterdam Schiphol, Zürich, Geneva, Frankfurt and Munich airports. It will be available until the end of 2012.
Camel is JTI’s main international premium brand and is sold in over 100 countries.
Q1 results
In other JTI news, the company has reported Q1 2012 core revenue of US$2.82 billion, up by +15.4% on a year earlier (at constant rates of exchange). Total shipment volume was 98.9 billion cigarettes, up by +4.7%, with Global Flagship Brand volumes rising by +9.5% to 61.1 billion.
Year-on-year market share continued to grow in key markets, including Spain, Italy, France and Turkey, JTI said.
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