Passion in Blue: ESSE Lights super-slim cigarettes are given a makeover in fresh blue packagingSOUTH KOREA. South Korean tobacco manufacturer KT&G will introduce a new pack design for its super-slim ESSE cigarette brand at the TFWA World Exhibition later this month (Stand number: Marine Village S14). This will be the company’s third presence at the Cannes exhibition.
In other news, KT&G has announced a number of foreign investments, including a strategic alliance to expand its overseas market presence.
The firm has built a new factory in Izmir, Turkey, which has been operating since April 2008.
In addition, KT&G is planning to locally produce and sell ESSE and PINE brands based on a joint venture with ITC (Iranian Tobacco Company) in Iran, and is expected to complete foreign direct investments in Russia.
ESSE packaging redesign
Since its launch in 1996, ESSE has successfully maintained its leading position in the domestic market, KT&G reported. With its growing presence in foreign markets, the company has redesigned the brand to promote its prestigious image. Of the 11-strong ESSE range, five lines – ESSE Classic, Lights, Field, One, and Menthol – have been renewed to emphasise their refined image, while maintaining the original taste.
The fresh design has unified the brand logo into a single image by making the logo thicker, giving a stronger impact; modernised the emblem by adding trendy touches; and filled the background with images of the brand name in small letters (“esse”). In addition, the redesign has sought to achieve product differentiation by applying five different colours: Blue, Red, Purple, Grey and Green.
The ESSE family comprises 11 lines (ESSE Classic, ESSE Light/Blue, ESSE Field, ESSE One, ESSE Menthol, ESSE Special Edition, ESSE Special Gold, ESSE Golden Leaf ESSE ‘Soun’, ESSE bamboo, ESSE Bamboo Menthol) and is the world’s leading brand based on the super-slim market sales volume. In 2007 alone, the sales volume of ESSE reached 34.1 billion cigarettes, including domestic market turnover.
KT&G said the renewal of ESSE’s packaging would strengthen its status as a leading global brand in foreign markets.
MORE STORIES ON KT&G
KT&G set to light up super-slim cigarette sector – 11/09/07
KT&G aims for global dominance – 06/09/06
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