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The updated Davidoff cigarette brand will be the focus of Imperial Tobacco at TFWA Asia Pacific. This month, the “˜Celebrate the World’ promotion is launched at key strategic airports to reinforce the brand |
UK. The updated Davidoff cigarette brand will be the focus of tobacco supplier Imperial Tobacco at TFWA Asia Pacific in Singapore later this month.
The company will meet buyers at Stand H1 and, in compliance with local requirements, also at Suite 2526, a “tobacco friendly” suite on the 25th floor at The Ritz Carlton Hotel.
Key elements of the Davidoff brand have been updated “to introduce contemporary values and appeal to a wider audience”, said the firm. Changes include packaging redesign supported by the development of a new communication strategy.
The Davidoff packagings come in two colours, deep rose and in classic white, to implicate warmth, class and luxury. The new typography introduced for the descriptor also denotes prestige. The carton has been updated to reflect the packaging redesign.
The marketing campaign, aimed at conveying the updated brand values to consumers, uses an almost monochromatic combination of ‘smoky rose’ to reinforce the cigarette pack visually, and black and white for the image. The mood reflects a younger, inviting and dynamic world, according to Imperial.
The new packaging and campaigns were launched into travel retail and global duty free markets in March 2005.
This month, the “˜Celebrate the World’ promotion is launched at key strategic airports to reinforce the brand. The promotion will run until December 2005.
The campaign can be executed on a number of levels depending on the size and configuration of the retail outlet concerned. Scholz & Friends Brand Affairs, the Hamburg advertising and PR agency whose accounts include the tobacco brand West, Ernest & Julio Gallo wine and Bacardi’s Spanish brandy brand, Osborne 103, was the creative force behind the campaign.
“The key objective of the Celebrate the World promotion is to attract consumer attention and encourage interaction with the Davidoff brand,” said Andy Pass, Imperial Tobacco Travel Retail/Global Duty Free Marketing Director. “The promotion concept encourages consumers into the shop area to purchase and increases volume sales through the gift with purchase mechanism.”
This year’s campaign follows last year’s successful launch of the “˜Windows of the World’ promotion. “Last year’s Windows of the World promotion was incredibly successful with sales in some airports up more than +130% for the month,” said Andy Pass. “The 2005 “˜Celebrate the World’ promotion has been similarly developed with the international traveller in mind. It aims to highlight and communicate the new image of the Davidoff brand.”
Key brand and image building activities run at the airports are tailored according to the size of the airports and the nationalities travelling through.
At airport locations such as Dubai and Frankfurt where image presentation is important, high-end promotions are used. The live promotions use interactive tools to generate interest outside the store, while secondary activities attract them in-store.
The participant plays the interactive game by identifying images of events such as Chinese New Year or the carnival in Rio de Janeiro. As each image is correctly identified, the screen comes alive with video footage of the event. The main prize is an exclusive holiday to one of the spectacular events, with an itinerary customised to suit the needs of the overall winner.
Where space is limited, silent promotions are executed with banners and showcases, supported by gwp offers. Silent promotions for Davidoff will be staged at airports including Amsterdam Schiphol, Athens, Beirut, Zürich, Munich, Vienna, Kiev and Sofia. The customer has the chance win an exclusive holiday break and also enter a draw to win a holiday at every stage.
For more details on the Davidoff brand at the Singapore show, contact Benny Ng at Benny.Ng@sg.imptob.com or Kris Kang Kris.Kang@sg.imptob.com. Trade enquiries to Andy Pass, Imperial Tobacco; tel: +44 115 924 7651; fax: +44 115 986 2430; email: andy.pass@uk.imptob.com.
MORE STORIES ON DAVIDOFF CIGARETTES
Davidoff brand gets young and dynamic to attract a wider audience – 22/02/05
Imperial promotion lifts Davidoff to new heights – 30/06/04
Davidoff Orient Express promotion draws huge interest – 29/09/03
