UK. Imperial Tobacco is to introduce two new special editions for its core brands Davidoff and Gauloises at the TFWA Asia Pacific exhibition in Singapore next month (Stand number: J1).
Exclusive to travel retail, the two lines were unveiled at the IAADFS Duty Free Show of the Americas in Orlando in March.
The Davidoff Cigarettes Book Edition (pictured in our Moodie Magnifier below) is presented in a book format to emphasise the brand’s heritage and quality in a contemporary way, Imperial Tobacco said.
Combining the story of the pack design relaunch and the heritage of the brand, the book contains 200 Davidoff cigarettes which are available in Classic, Lights, One, and Slim variations.
Special “˜bookshelves’ have been designed to display the Book Edition, along with branded gondolas for standard Davidoff cartons.
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Gauloises Blondes Cube – designed along the lines of a Rubik’s Cube – contains 10 packs of 20 cigarettes and is available in blue, red and yellow versions |
Hitting the shelves in May is the Gauloises Blondes Cube. This cube-shaped sleeve – designed along the lines of a Rubik’s Cube – contains 10 packs of 20 cigarettes and is available in blue, red and yellow versions.
Both launches are supported by in-store touch-screen promotions offering travellers the chance to enter a prize draw to win holidays.
For Davidoff, consumers are invited to answer up to nine questions from three categories – travel, fashion and design, and Davidoff – within one minute. Every participant receives a special Davidoff bookmark as an instant gift and is entered into the prize draw to win a 10-day shopping trip to New York and the chance to attend a fashion show. In addition, a free gift is being offered with the purchase of two cartons; consumers can choose between a Davidoff ballpoint pen set and a notebook.
For Gauloises, the “˜Packing My Suitcase’ competition will ask consumers to remember pictured Gauloises-related items in a specific order. In addition, GWP promotions will be offered.
Both launches will be supported by new POS material, including advertising campaigns, trade presenters, information sheets and more. Additionally there will be “˜holocubes’ and innovative showcasing tools aimed at Gauloises consumers, along with image promotions in key airports including Frankfurt, Geneva, Istanbul, Munich and Zürich in Europe plus Abu Dhabi, Amman and Beirut in the Middle East. Other airports will follow, along with further promotional activities in North Africa.
Imperial Tobacco Marketing Manager Duty Free Oliver Schramm said: “We had an excellent response to both concepts and supporting promotions at the IAADFS Duty Free Show of the Americas and are now looking forward to introducing the Davidoff Book and Gauloises Cube editions to buyers in Singapore.
“The tobacco sector needs innovation and new product development supported by promotions that engage the consumer and provide a meaningful brand experience. This is our key aim for both Davidoff and Gauloises in 2011.”
For enquiries, contact Oliver Schramm, tel: +49 40 8220 1121, fax: +49 40 8220 2937, or e-mail: oliver.schramm@reemtsma.de.
