Imperial Tobacco reveals new global design for Davidoff

Imperial Tobacco reveals the new global design for Davidoff at TFWA World Exhibition this year (Gold Village Go6). Offering smokers ‘a touch of luxury for everyday’, this pack and carton rejuvenation retains the key iconic design elements of Davidoff, whilst adding sophisticated design elements and detail that takes the brand to a new luxury level.

‘The success of Davidoff globally is in part due to the continuous advancement of the pack design; it’s a brand which does not sit still,’ says Nicole Peiler (Trade Marketing & Marketing Operations Manager Global Duty Free). ‘This latest rejuvenation will fascinate shoppers with its new haptic experience and design detail which clearly meets the traveller’s needs for luxurious design, premium quality and pleasurable experience.’

The new design builds on the heritage of the brand incorporating both the ZD icon on the front as a silver ‘hallmark’ and the ZD signature on the reverse as a reassurance of a sophisticated smoking moment. Additional text elements, such as ‘Geneva 1926’ reinforce the heritage of the line. Including both the Davidoff Premium and Slims lines, the packs themselves combine smooth and engraved textures to create a soft, silky ‘haptic’ touch that is quite unique. For travel retail, the carton interior develops the heritage story further, prolonging the consumer journey, and revealing more about the history of the Davidoff brand.

While the Davidoff cigarette blend remains unchanged, subtle improvements have been made to the filter tipping, in line with the overall upgrading of the brand.

‘The new Davidoff design is contemporary, sophisticated and dynamic,’ continues Peiler. ‘Whilst retaining all the personality of Davidoff, the new look gives travellers what they are looking for; a prestigious, luxurious experience which leads through from the outer carton to the cigarette itself. ‘

The introduction is being supported by activations and promotions globally and as always we will be offering customers a robust support plan which will be tailor made to the individual market,’ says Peiler. ‘For retailers, highlighting their shelves with this new exquisite design enables customers to “unwrap the moment” and our customers to