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The new Dunhill Reloc pack will be rolled out across key duty free accounts in H2 2009 |
ASIA PACIFIC. British American Tobacco (BAT) introduced a range of new innovations to the trade at TFWA Asia Pacific last month as it continued the volume to value drive within its brand portfolio.
Leading the new product development drive is the Dunhill King Size Reloc. This houses an innovative re-sealable foil which is designed to keep the taste of the tobaccos at their best, as it seals the product in a protective foil casing. Dunhill King Size Reloc is available across all variants of the Dunhill King Size range. It can be found in selected duty free shops around the world starting in the second half of 2009.
The brand owner has also introduced a series of new travel retail exclusive packaging that aims to lead new thinking towards the travelling consumer within the category. These include the “˜Kent Inventing’ Flat Pack, Lucky Strike Soda Can and Lucky Strike Dice.
The Dice was launched exclusively with Sky Connection at Hong Kong International Airport in May, while the Soda Can – also a HKIA exclusive – has since been introduced to Singapore Changi Airport, and will extend to other locations.
Also new at this year’s show, BAT launched an advanced packaging personalisation service, so travellers can purchase for themselves or as a gift.
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Consumer engagement is at the heart of BAT’s new packaging and merchandising initiatives |
BAT has also pioneered several new-look shopping ideas that aims to “engage the senses”. These include new back-wall concepts targeted at specific segments and inspired from the company’s research and consumer insights. It also unveiled a new kiosk prototype blending the best retail practices in the category.
BAT also showcased its Connoisseur Bar at the exhibition in Singapore. Here, a tobacco expert takes guests on a journey through tobacco taste profiling, with all products divided by flavour. In the airport environment, this offers travellers the chance to trial products and to trade up, with a pick and mix selection of the best blends available.
BAT Marketing Planning Executive Global Travel Retail Asia Pacific Frances Yu said: “Especially in time of recession, we put special emphasis on supporting our business partners by offering the maximum chances to increase footfall, provide exciting engagement opportunities with the shoppers, and offer a unique premium shopping experience”.
MORE STORIES ON BAT
Major changes at BAT; José Benikes takes key posts as Nicolas Maistre departs and Neil Lovett takes new role – 05/01/09
BAT aims to lead from the front with innovative approach to engaging consumers – 24/11/08
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