Imperial
Tobacco is embracing change and bringing it to Orlando, with the revamped and
reimagined design for its US American brand Winston cigarette brand (booth
713).
The
bold new package design introduces a modern look reinforcing its equity among
adult smokers. Winston Red and Gold benefit from the new look, which sees
changes to the pack and carton (not the product), both well received in
customer surveys. This exciting packaging refresh was launched last year in the
United States domestic market, supported with strong consumer promotion and
engaging programs designed to encourage trial, conversion and retention. A new
Winston website has also been launched to support the new look and gain further
brand loyalty.
Introduced
in 1954, Winston enjoys a rich history and strong brand equity, with packaging
and advertising that has evolved throughout the years. The brand joined the
Imperial Tobacco portfolio last year for selected markets.
“Winston
has benefitted from this design makeover and, as a result, domestically the
brand’s market share has been growing.” says Herman Ten Have, Regional Manager
Americas Global Duty Free. “We’re now taking the new look into duty free and
look forward to introducing the brand to buyers in Orlando.”
The
Imperial Tobacco booth will continue the group’s Experience and Evolution theme
with a fresh design driven by a futuristic mixture of materials. This booth
provides the perfect environment to present the new look packs and cartons to
both existing and potential customers across all channels - airports, cruise,
ship-chandling and diplomatic.
“Orlando
is a unique event for our regional team, enabling them to see the majority of our
customers in one place,” continues Herman Ten Have. “It offers us a great
opportunity to look for synergies in strategy and opportunities to drive sales,
while enabling us to get right up to date on what’s happening in regional
markets. We’re looking forward to sharing ideas and putting plans into action
that will not only maintain sales moving ahead but actually build shop
penetration, convert non-buyers and increase average basket size.”
Alongside the above and further regional
brands, Imperial Tobacco will highlight Davidoff, Gauloises, Lambert &
Butler, Golden Virginia, Rizla and a variety of cigarillos in Orlando.
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