South Korean tobacco company KT&G has struck a deal with Italian merchandising brand Tonino Lamborghini to create an exclusive range of cigarettes, which was launched at the TFWA World Exhibition last month.
Tonino Lamborghini was initially released in two variants, L6 (6.0 mg of tar) and L8 (8.0mg of tar), priced at US$25 per carton in travel retailSpeaking to The Moodie Report in Cannes, KT&G Overseas Brand Dept/Manager Choi Jihyun said it took a year of negotiation to secure the exclusive global sales rights for the cigarette brand. Following three years of development, the Tonino Lamborghini cigarette brand was launched in the Korean domestic market in April this year and in China duty free in October.
Containing world premium 2% tobacco leaf blended by a renowned master blender, it is described as having “outstanding balanced taste” characterised by silkiness and complexity. The packaging was developed by an Italian design company, which utilised bold colours and graphics, the logo and signature of Tonino Lamborghini, and – of course – an emblem featuring the iconic Lamborghini raging bull.
In an industry where advertising regulations are becoming increasingly stringent, KT&G is hoping to leverage the masculine global appeal of the Lamborghini brand name to target more male smokers. Choi believes that this will work especially well in South Korea, where the younger generation is interested in western culture as well as imported luxury brands and cars.
With a goal to become the number one premium brand in the high tar regular segment market, Tonino Lamborghini is being marketed with a high price positioning, a differentiated product line-up and more brand-focused storytelling. It will have a premium and masculine brand image, targeting the “assertive, competent and refined” man in possession of the “Lamborghini charisma”.
Initially released in two variants, L6 (6.0 mg of tar) and L8 (8.0mg of tar), Tonino Lamborghini is now also available in menthol (called ‘Ice Volt’). It is priced at US$25 per carton in travel retail. “The price is the same or higher than Marlboro,” Choi said.
Following its launch in China last month, the brand will next roll out in Taiwan (January 2013) and Japan (April 2013); the first quarter of 2013 will see its launch in Russia and UAE.
KT&G is also planning to launch Tonino Lamborghini cigarettes in Europe next year, but there are “some concerns” regarding the strict EU tobacco regulations which the company is waiting to be addressed. However, Choi remains optimistic about its reception in Europe and beyond: “We presented [the brand] at Inter-tabac 2012 in Dortmund and many Europeans tried it and they really loved it – they really liked the taste – so I think it can do well in other countries as well.”
Despite Tonino Lamborghini being a radical departure from other brands in its portfolio – in Choi’s words, it’s “a little stronger” than those brands, which have a “neat and clean” image – KT&G resolves to market the cigarette line as one of its global strategic products.
The company’s flagship ESSE superslim range will also be a key focus this year. The brand recently saw a breakthrough in the European market with listings in Austria, Germany, Spain, Italy and Portugal.
