Davidoff iD takes off with KLM

TFWA World Exhibition sees Imperial Tobacco sign its very first in-flight agreement for Davidoff iD – the new premium cigarette born from its luxury brand family Davidoff. After 26 years, KLM decided earlier this year to re-list cigarettes onboard and has agreed to extend the Dutch Top 4 ranking and list both iD Touch Orange (Full flavour) and Blue (Lights) from January 1, 2013. The listing will apply to all KLM non-European destinations including Norway, as well as the website for pre-ordering by passengers and crew.

Signing the agreement in Cannes on the Imperial Tobacco stand (Golden Village Stand 6) Imperial Tobacco’s Davidoff Brand Manager GDF Gotje Rogall commented: ‘This is a very exciting agreement for us – a win-win situation really. KLM’s buyer Frank Hoogma first approached us last year when the airline was considering the reintroduction of cigarettes to the in-flight portfolio. We are absolutely delighted that he has chosen to list Davidoff iD’

The innovative “Touch format”, slides open with an easy flick of a finger, each pack revealing a unique piece of art when the lid is opened. Each design brings the pack to life and transforms a conventional cigarette pack into an expression of creativity.

Adds KLM’s Hoogma: ‘KLM has not sold cigarettes onboard since 1986, but we decided to reintroduce them following a six month trial carried out earlier this year. In deciding the brands to offer, we were looking not just for brand leaders but brands that were innovative and different. Davidoff iD meets this need perfectly, adding value and interest to attract the passenger onboard. We are very pleased to be working with Imperial Tobacco on this project and signing the agreement here in Cannes – which is, of course, the showcase platform for all brands.’

The introduction of Davidoff iD extends and expands Imperial Tobacco’s position within the global cigarette category. The brand is available in four varieties: Orange (Full Flavour), Blue (Lights), Ivory (Ultra) and White (1mg). Phase 1 of the launch started this year with the standard range introduced in Eastern Europe and Asia and the iD “Touch range” (Orange and Blue varieties) launched in initial markets in Western Europe. The global roll-out will be continued after TFWA World Exhibition expanding to Europe, the Americas, Middle East and Africa.

‘The listing with KLM is significant in our continuing rollout of the brand throughout Europe and beyond. It’s a fantastic opportunity for Davidoff iD and I am sure it will generally boost volume sales,’ says Gotje Rogall.

Press Enquiries: Rowena Holland, Essential Communications. 

Email: row@essentialcommunications.org

Image shows: Arie Slinger (left), Imperial Tobacco Regional Manager Western Europe & Mediterranean Duty Free with KLM buyer Frank Hoogma.

Image courtesy of PPS Publications (TFWA Daily)

October 2012