Imperial Tobacco takes Davidoff into Freeze mode for Asia

Imperial Tobacco continues to enhance the offer for its cigarette brand, Davidoff, with the launch of Davidoff Freeze - the brand’s first foray into the Crushball sector.  Aimed exclusively at the Asian market, Davidoff Freeze will be introduced at TFWA World Exhibition & Conference (Gold Village GO6) in Cannes.

Capitalising on the current Crushball filter trend that allows smokers to determine the strength of the menthol flavour in their cigarette, Davidoff Freeze epitomises the next generation of Crushball cigarettes. 

“The objective during the development of ‘Davidoff Freeze’ was not to purely create another Crushball variant, but to develop the very best Crushball product available,” says Christian Drews, GTR Marketing Manager. “With Davidoff Freeze we have not only created a cigarette that delivers an intense menthol taste, but also selected a filter which leaves the smoker with an exciting lip-tingling sensation. Furthermore, we’ve added a menthol impregnated inner pack, with a fresh and cooling aroma, which adds another dimension to the overall smoking experience. Finally, the detailed and contemporary pack design aims at symbolising great freshness and the very best quality.”

Andrew Cunningham, Regional Manager Asia Pacific says that Davidoff Freeze is seen as a major product launch for the brand within Asian travel retail. “We’re focusing on more than 10 key markets in Asia, such is the confidence we have that this product will be a hit throughout the region.  The team are all incredibly excited that this launch marks the next step in the Asian Davidoff journey and will engage a whole new subset of consumers with the brand. Our initial unveiling will be together with DFS Group at the main international airport hubs of Singapore’s Changi Airport and Hong Kong’s HKIA, with other markets coming on-line soon after.”

DFS Group Senior Vice President Spirits, Wine, Tobacco, Food and Gifts, Brooke Supernaw said:  “We are delighted that Imperial’s new Davidoff Freeze Crushball product will make its duty free debut at DFS, Singapore Changi Airport and DFS, Hong Kong International Airport.  With the increasing popularity of Crushball products, we believe this to be a positive and timely addition to the Davidoff portfolio, while at the same time strengthening the DFS tobacco category offering.”