British American Tobacco International (BATI) will showcase the redesigned packaging for its Lucky Strike brand on its stand at the TFWA World Exhibition in Cannes next month.
The company will once again take a site on the Bay Terrace at the event, where it will focus on bringing brands to life through a set of dedicated areas. Each one will reveal the nature of a particular brand and offer guests a glimpse of how BATI can bring this approach to the airport environment.
Meanwhile, the Showcase – a regular feature of BATI’s Cannes presence – will take customers on a journey demonstrating the company’s commitment to the channel.
BATI said the new Lucky Strike packaging – called “˜Patterson’ – would be one of the highlights on the stand. It includes a contemporary take on the brand’s logo.
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The new Lucky Strike packaging, which will be showcased in Cannes | |
Among other elements, the new design resurrects Lucky Strike’s famous “Luckies” nickname, while the new logo is a modern vision of the very first Lucky Strike roundel which appeared on the R.A. Patterson Tobacco Company’s tins over a century ago.
“The new positioning anchors the brand to its true meaning and story: a story that exists beyond advertising, a tale of ingenuity and honest craftsmanship,” the company said.
Another highlight on the stand is expected to be a new Vogue exclusive offer, said to be perfect for gifting and souvenir buyers.
BATI General Manager Christian Löwe said: “In order to continuously develop the category and further grow our business we permanently face the challenge to attract adult tobacco consumers to our brands.
“Therefore we need to drive adult smoker awareness, interest and relevance and of course to satisfy consumer moments. In a channel as important and as premium as travel retail, we are constantly reinventing retailing with the aim of creating category excitement, not only for our own business, but for the benefit of our business partners, many of whom we are looking forward to meeting at Cannes this year.”
Continuing from previous years, BATI will also demonstrate how it is catering for the different shopper modalities in travel retail through “unique and exciting in-store displays and activations”.
