Over the last years, the new image is the next level to transform the cigarette range from a typically classic French brand, to one that oozes modernist France and is now known worldwide as the French cigarette brand No 1. The addition of a new strapline 'Vive Le Moment' translated as 'live for the moment' gives the brand a unique touch which will resonate with travellers all over the world. The warm, inviting packaging aims to capture the 'joie de vivre' (enjoyment of life) within everyone.
With an initial launch in its origin country in December, the new designs will be worldwide available from spring 2015 onwards and in correspondence with the relevant domestic countries and their launch timings. The design will be supported by a strong consumer advertising campaign based on the theme 'Vive Le Moment,' with dynamic key visuals and slogans such as: 'Wrong flight, wrong hotel, new friends' and 'Small room, big celebration, all night long.'
Christian Münstermann, Trade Marketing Director Imperial Duty Free, comments, "Gauloises is a key brand for us in duty free and is a real asset to our already versatile portfolio of products. Our unique total tobacco approach gives us a competitive advantage in meeting changing consumer choices in EU and non-EU markets. Consumers want premium, high quality brands and result shows that they tend to trade up when travelling; taking advantage of duty free prices or simply breaking away from their usual routine. The rejuvenated design of Gauloises will ensure it stands out amongst competitors, will appeal to a new group of travellers, and really be seen as a premium cigarette brand."
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