US. JT International (JTI) is unveiling its new Winston Filters and revitalised Salem Menthol cigarettes at the TFWA in Cannes next month.
Already well established as one of the world’s top five cigarette brands, the new Winston Filters represent a complete upgrading of the original cigarette, first introduced in 1954.
The introduction is supported by fresh red packaging, chosen to reflect the contemporary style and elegance of the new cigarette, plus a new communication platform integrating advertising campaigns and promotional activities. This new platform uses the copy line “Winston. True Quality” and communicates Winston’s distinctive brand values: true quality, simplicity and refinement.
The new generation Salem was first announced in July (The Moodie Report 17 July 2003) and represents a major drive to increase market share of JTI’s flagship menthol brand. The launch, which covers all markets outside the US, is based on a new marketing mix which includes refined packaging and product range, a new brand identity and – where permitted – a new advertising campaign. The new strategy should continue to appeal to existing Salem smokers, whilst also attracting adult smokers of alternative brands.
The new pack is designed to reinforce the innovative spirit of Salem, and at the same time communicates the brand’s heritage as a menthol pioneer and clearly establishes its American origin. Each product in the range is differentiated by colour and visual elements allowing customers to easily identify their preferred taste – Menthol, Lights, Super Lights and One.
The new advertising campaign (pictured) connects Salem to the work hard and play hard lifestyle using the copy line: “LIFE. FULL ON”.
JTI director marketing & sales, worldwide duty free & Near East Henri Meimoun commented: “The evolution of both Winston and Salem is indicative of JTI’s mission to ensure that both brands remain contemporary and strong both today and in the future. Both are important brands within JTI’s duty free portfolio and we are confident that buyers will appreciate the steps that have been taken to build on the existing strengths of both Winston and Salem.”
Note: With distribution in more than 60 countries, Winston is one of JTI’s leading duty free brands with strong and growing distribution in Russia, Romania, Turkey and the Middle East – particularly Lebanon, Syria, Israel and Jordan.
Launched in 1956, Salem was the very first filter-tipped menthol cigarette in the world. Salem now sells in nearly 30 countries worldwide and is ranked as the world’s second largest self-standing menthol cigarette brand today (including the US).
JTI will be located at Stand T1, Marine Village at the TFWA World Exhibition in Cannes next month.
Travel retail enquiries to Henri Meimoun at email: Henri.Meimoun@jt-int.com
