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The new communication strategy includes the use of a “˜smoky rose’ design element for the pack communication, as well as the use of modern black and white photography for the image campaign |
GERMANY. Imperial Tobacco is updating its Davidoff brand in order to introduce more contemporary values and appeal to a wider audience.
Subtle changes will be made to the premium lines, which will involve “a reinterpretation of Davidoff’s brand essence and values”. This will be supported by the development of a new communication strategy.
The company says the discreet yet important design changes have been made “to reflect today’s contemporary, savvy and stylish consumer”.
Imperial Tobacco brand portfolio manager Lucy Debenham said: “The purpose behind the move is to make the Davidoff brand more relevant, inviting, and accessible to today’s discerning smoker.
“Davidoff has always held a unique proposition and a clear positioning, with essential credibility through pure heritage. Yet its positioning has meant that certain smokers have still not seen Davidoff as a brand for them. This is what we are trying to change.”
The dark colours of the Classic variant will appear in a warmer, more luxurious tone with the colour graduations subtly modified. New typography has been introduced for the descriptor, which has been moved to the lid. The logo, now smaller, has been placed further up the pack.
The carton has also been updated to reflect the new packaging design.
The quality and taste of Davidoff cigarettes remain unchanged.
The new communication strategy includes the use of a “˜smoky rose’ design element for the pack communication, as well as the use of modern black and white photography for the image campaign.
The new packaging and campaigns will appear in travel retail and global duty free markets from March.
Trade enquiries to Thomas Veit, Imperial Tobacco at thomas.veit@uk.imptob.com; tel: +44 115 924 2888; fax: +44 115 986 2430.
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