Imperial Tobacco will unveil new presentations for two of its leading brands at next month’s TFWA World Exhibition in Cannes (stand number: Gold Village GO6).
French cigarette brand Gauloises features new packaging and strapline while Davidoff Superslims come in new packs designed to attract sophisticated female smokers.
A key focus for Imperial, Gauloises takes on a more modern look after an image rejuvenation which the company hopes will transform the cigarette range from a “typically classic French brand, to one that oozes modernist France”.
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Gauloises takes on a new look that “oozes modernist France”, says Imperial | |
Imperial Tobacco noted Gauloises’s popularity with European travellers – mainly French and German – and strong sales figures in the Middle East, North Africa, Turkey and Egypt. With a new strapline – “˜Vive Le Moment’ (‘live for the moment’) – and packaging, the brand aims to capture the “˜joie de vivre’ (‘enjoyment of life’) within its customers, the company stated.
The new look will launch in France in December and roll out worldwide from spring 2015. It will be supported by a consumer advertising campaign based on the ‘Vive Le Moment’ theme, with key visuals and slogans such as: “Wrong flight, wrong hotel, new friends” and “Small room, big celebration, all night long”.
Imperial Tobacco Trade Marketing Director Global Duty Free Christian Münstermann said: “Gauloises is a key brand for us in duty free and is a real asset to our already versatile portfolio of products. Our unique total tobacco approach gives us a competitive advantage in meeting changing consumer choices in EU and non-EU markets.
“Consumers want premium, high quality brands and results show that they tend to trade up when travelling; taking advantage of duty free prices or simply breaking away from their usual routine. The rejuvenated design of Gauloises will ensure it stands out amongst competitors, will appeal to a new group of travellers and really be seen as a premium cigarette brand.”
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Davidoff Superslims feature a new look with embossed packs in contemporary colours | ||
Davidoff Superslims will also feature a new look with embossed packs in contemporary colours: Violet to replace the current Gold (0.6mg/6mg), Rosé (0.3mg/3mg) substitutes Silver and an updated White (0.1mg/1mg). While the new pack provides a modern twist to this Davidoff line, the same taste is maintained as in the former propositions, the company stated.
“We received very positive feedback from our pioneer market Hong Kong International Airport (HKIA). We replaced the current Superslims Line with the new Violet and White offers exclusively at HKIA from May through August, supported by brand ambassadors and an awareness-creating merchandising approach,” Münstermann concluded.
The Davidoff Superslims will be rolled out to global duty free markets after the TFWA World Exhibition.
For more information, contact Julia Neumaier Trade Marketing Operations Manager, Global Duty Free; via e-mail:julia.neumaier@reemtsma.de.
