UK. Imperial Tobacco is launching two new special editions for its core brands Davidoff and Gauloises for 2011, both of which will be launched at the IAADFS Duty Free Show of the Americas this month (Stand number: 713).
Exclusive to travel retail, the concepts underline Imperial Tobacco’s continued commitment to and investment in the sector.
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. The book contains 200 Davidoff cigarettes which are available in Classic, Lights, One, and Slim variations.
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The Gauloises Blondes Cube, the brand’s star product for 2011, is designed like a Rubik’s Cube and contains 10 packs of 20 cigarettes |
Materials, colours and finishes add to the cosmopolitan aspect which the company said was well received by shoppers at the brand’s design relaunch last year.
Special “˜bookshelves’ have been designed to display the Book Edition, along with branded gondolas for standard Davidoff cartons.
In support of the launch, Imperial Tobacco will run an in-store promotion, initially running in the Middle East and key European airports offering travellers the chance to win a 10-day shopping trip to New York, taking in a fashion show.
Based on a touch screen mechanism, 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. In addition, a free gift is being offered with the purchase of two cartons; consumers can choose between a Davidoff ballpoint pen and notebook.
The Gauloises Blondes Cube is the brand’s star product in 2011, hitting the shelves from May. 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 variations.
Similarly, Imperial Tobacco will run an in-store promotion to support the Gauloises launch, with an initial roll-out in key European and selected Middle Eastern airports offering travellers the chance to enter a prize draw. Based also on a touch screen mechanism, the “˜Packing My Suitcase’ competition will ask consumers to remember pictured Gauloises-related items in a specific order. In addition, GWP promotions will be in force.
Both launches will be supported at trade and consumer level; the former with advertising campaigns, trade presenters, information sheets, etc. 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 Zurich 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 are very excited about these special editions for 2011. Imperial Tobacco strongly believes in the need for ongoing innovation and new product development for the tobacco category in travel retail.
“Tobacco remains a key driver for sales within travel retail, but as a supplier you cannot sit still. You must bring freshness to the category; inspire consumers; and create theatre and excitement around launches. This is what we are doing with 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.
