Imperial’s Cube Editions

By Doug Newhouse |

Asia Pacific buyers will be introduced to Imperial Tobacco’s two new special travel retail exclusive editions for core brands Davidoff and Gauloises in Singapore next month May (J1).

The company said: “The Davidoff Cigarettes Book Edition is presented in a book format to emphasise the brand’s heritage and quality in a contemporary way. 

Chosen as a synonym for quality and timeless tradition, this Book Edition combines the successful story of the pack design relaunch and the heritage of the brand. “The book contains 200 Davidoff cigarettes which are available in Classic, Lights, One, and Slims variations. Special ‘bookshelves’ have been designed to display the Book Edition, along with branded gondolas for standard Davidoff cartons.”

Launching in May, the Gauloises Blondes unique Cube-shaped sleeve – designed along the lines of a Rubik Cube – contains 10 packs of 20 cigarettes and is available in blue, red and yellow variations. 

The company says that both launches will be supported by in-store touch-screen promotions offering travellers the chance to enter a prize draw for holidays of a lifetime. 

In the case of Davidoff, consumers are invited to answer up to nine questions from three categories: ‘travel, fashion & design and Davidoff’, within one minute. Every participant receives a special Davidoff bookmark as an instant gift and is entered into the prize draw for a 10-day shopping trip and fashion show in New York. 

In addition, a free gift is being offered with the purchase of two cartons. Consumers can choose from a Davidoff ballpoint pen-set or a notebook. 

For Gauloises, the ‘Packing My Suitcase’ competition will ask consumers to remember pictured Gauloises-related items in a specific order. In addition, GWP promotions will operate.

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 consumers for the Gauloises brand, 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 key airports will follow, along with further promotional activities in Northern Africa.

Imperial Tobacco Marketing Manager Duty Free Oliver Schramm said: “We had an excellent response to both concepts and supporting promotions at the Duty Free Show of the Americas and are now looking forward to introducing the Davidoff Book and Gauloises Cube editions to buyers in Singapore. 

“The tobacco sector needs innovation and new product development supported by promotions that engage the consumer and provide a meaningful brand experience. This is our key aim for both Davidoff and Gauloises in 2011.”



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