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The ad campaign for Double Happiness presents a cosmopolitan image centred on the theme of the city and urban living |
Gold Bond Enterprises, the exclusive European agent for Shanghai Tobacco in travel retail, is set to launch the newly rebranded Double Happiness this month.
Double Happiness is a traditional Virginian-type cigarette, described as having a dense fragrance and a full-bodied tobacco smell. Since its launch, the brand has been gradually developed into a series of products with various tar contents: 15mg, 11mg and 8mg. These three varieties are sold in numerous markets around the world to meet the tastes of different consumers.
Due to its distinct association with happiness and celebration in Chinese culture, the brand is favourably received by consumers in China, the company said.
Gold Bond Enterprises Commercial Director John Polo told The Moodie Report: “The brand Double Happiness was established in 1951 and is very popular in the mass market. Over the course of time it has gone through changes in its presentation to the new package now being introduced.
“Aside from totally new packaging design, the blend of tobacco has been changed to reflect the brand’s new positioning as it targets middle- to high-class smokers. This is now evident in its new advertising campaign,” he added.
The advertising campaign for the new Double Happiness (红双喜晶派) presents a more contemporary and cosmopolitan image centred on the theme of the city and urban living.
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The new packaging is red and gold – colours highly revered by the Chinese – while the blend of tobacco has also been changed to reflect the brand’s new positioning, according to Gold Bond Enterprises Commercial Director John Polo |
The new packaging is red, with a gold frame as a centrepiece – both colours highly revered by the Chinese. Inside the frame are the Double Happiness logo and a silhouette of the city skyline. The four corners of the frame are designed to evoke the city’s architectural landscape, according to the brand.
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Demand for the Chunghwa brand has been excellent and sales are very strong even in a down category, according to Gold Bond Enterprises Commercial Director John Polo |
“This new version of Double Happiness was introduced to the domestic market in China in 2010 and has shown excellent acceptance. This prompted the move to the international market place where it will be priced at approximately €25 per carton,” Polo said.
“The first stocks will arrive the end of April. We expect that by the end of summer, Double Happiness will be available at all major international airports within Europe.”
Gold Bond and its retail partners are excited to have another reference manufactured in China enter the tobacco category, Polo said. “With the excellent results experienced with Chunghwa, we expect its sister brand to do equally well in its price segment.”
Demand for the Chunghwa brand has been “excellent”, and “sales are very strong even in a down category”, he added. The brand was listed onboard SWISS on 1 February. “Our future plans include placements at the new Berlin airport, entry into the ferry business, and we are studying the possibility of entering some domestic markets so there is much to do.”
In Europe, Chunghwa and Double Happiness are present in the major international airports in the UK, France, Italy, Germany, Spain and Switzerland.
“Our largest markets have been Germany and the UK. This relates directly to the number of direct flights from these markets to destinations in China – Shanghai and Beijing,” Polo explained. “To date, the travelling Chinese have been our main customer. Chunghwa has done very well and with the roll out of Double Happiness into these key markets, we expect added growth.”
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