Davidoff iD – targeted launch for premium cigarettes

Imperial Tobacco, a Bristol-based British tobacco company, made an announcement about the addition of Davidoff iD cigarettes to its premium cigarette portfolio. Now Davidoff iD is sold in selected areas of the south-east of England.

The tobacco company used an American blend of tobacco in order to produce Davidoff iD cigarettes. This new style of Davidoff brand is available in two variants – Orange (full flavour) and Blue (smooth).

Davidoff iD

Imperial Tobacco launches new Davidoff iD cigarettes

Unique packs demonstrate a ‘glide’ mechanism that shows a variety of specially commissioned styles by modern artists.

Davidoff iD is focused principally at brand-conscious 18- to 24-year-old smoking people, and also 24- to 35-year-olds. The brand’s RRP is £7.75 and profit-on-return is around 8 percent.

Amy Kiss, head of consumer marketing at Imperial Tobacco, said that bucking the trend for growth in solely economy and premium-priced cigarette brands, sales of value-priced products are going from strength to strength in the Greater London and South-east.

“Presently, over 41 percent of retail cigarette sales are from high quality brands, creating about £290m annually for retail dealers in this region.”

In the UK as a whole, premium-priced cigarettes represent 23 percent of sales.

Imperial Tobacco is supporting the release with interactive point-of-sale in cash and carries as well as a consumer website and trade advertising.

Imperial Tobacco manufactures over 320 billion cigarettes per year and owns 51 factories around the world. The company’s tobacco products are available in more than 160 countries. The most popular brands of Imperial Tobacco include Davidoff, West and Gauloises Blondes.

Imperial Tobacco bought the worldwide Davidoff cigarette brand in 2006.The Davidoff cigarette range involves the Magnum, Supreme, Classic, Mild, Lights, Magnum Lights, Slims, Super Slims, Ultra lights, Menthol, Menthol Lights, One and Gold.


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