1926 - The awakening of the Davidoff legend…

 

Imperial introduces Davidoff Magnum Elite 1926 to travel retail

Available exclusively to travel retail in limited quantities through carefully selected airport locations worldwide, Davidoff Magnum Elite 1926, is being shown for the first time at TFWA Asia Pacific Conference & Exhibition this year by Imperial Tobacco (stand D37).

Made with an obsessive attention to detail, with each product individually numbered, Davidoff Magnum Elite 1926 is targeted at the Chinese customer and is initially introduced on a trial basis to generate awareness and consumer support for the brand. 

Designed to communicate the rich heritage and philosophy of the Davidoff brand through a limited edition, Davidoff Magnum Elite 1926 is launched exclusively to global duty free through key Chinese travelling destinations outside China. This will initially include Dubai, Hong Kong, Singapore, Japan and South Korea.

‘This new introduction is aimed at leveraging the Chinese consumer and has been created following market insights and focus group discussions in Shanghai and Beijing,’ says Christian Münstermann, Trade Marketing Director GDF Imperial Tobacco. ‘The product story behind the launch is strongly anchored in the brand’s European heritage, tobacco expertise and product quality and offers consumers the opportunity to enjoy “the ultimate Davidoff moment”

Premium priced to reflect the luxurious nature of the product, the pack is designed as “an accessory”. ‘Smokers will place the pack on the table when smoking; it is very much a symbol, a reflection of the disposable income and social status of the user,’ continues Christian Münstermann. ‘In China, smoking expensive brands means one has a high social and economic status; Davidoff Magnum Elite 1926 very much reflects this.’

The design incorporates various elements such as a fashionable rounded edge and detailing including a golden label, brand name in cursive fonts, a large “Z” logo and embossed texture all to reflect a premium, high quality special edition. All against darker packaging which is strongly favoured by the Chinese. 

A unique carton has been created which aims to make the concept very giftable, again very important within the Chinese culture. “Made in Germany” printed on the front adds a further quality message for the Chinese consumer. 

The introduction – planned for July 2014 – will be supported by special merchandising to highlight this launch.

‘While there has been some slowdown of growth within China, there is no doubt that the number of Chinese travelling continues to rise steadily and strongly. The Chinese have a passion for quality and a passion for Western brands. Davidoff has an excellent reputation for luxury, excellence and quality; we are confident that this very exclusive and unique limited edition will prove a compelling offer to the Chinese traveller,’ says Andreas Lemke, General Manager GDF Imperial Tobacco.