Davidoff Changes the Design

Imperial Tobacco is launching Davidoff Cigarettes packs with a refreshed design. Davidoff Cigarettes is second to none when it comes to the ultimate smoking experience and the passion for the good things in life.The new pack design is the unmistakable symbol of today´s cosmopolitan style with its minimalist new look, selected materials, unique colouring and vibrant pearlescent finishing.

A brush steel band dynamically frames the pack, drawing attention to its extraordinary bevel edge form.

Davidoff Cigarettes new designed pack has been launched officially at TWFA in Cannes and been celebrated at a cocktail evening on the terrace of the Majestic Hotel on October 20th.
Hosted by Imperial Tobacco´s Graham Bolt (Regional Director Travel Retail, Global Duty Free & the Americas), a unique mix of high profiles as the likes of Claus and Gunnar Heinemann, Julian Diaz (Dufry) as well as Maxime and Cyril Godet did not want to miss the opportunity to be present when the new Davidoff Cigarettes design was revealed.

Davidoff Cigarettes new design, the ultimate fashion accessory will see its global rollout starting early 2010.

Wrigley to Launch New 5 Gum in UK

The marketing lifecycle is about to kick off here in the UK with a heavyweight branding campaign designed to encourage product sampling. Let’s look at how the product was launched in the US, taken from the Wrigley corporate site:

2007 In March 2007, Wrigley introduced U.S. consumers to 5, the most exciting development in sugar-free stick gum since the launch of Extra® more than 20 years earlier.
2007 In August 2007, 5 gum unveiled its marketing campaign titled ‘Stimulate Your Senses.’ The advertising spots described “what it feels like to chew 5 gum.” Set against an industrial, futuristic backdrop, the cooling, warming and tingling sensations created by 5 gum flavors Cobalt,
Flare and Rain are expressed through dramatically stimulating visuals and sounds. The campaign also strongly leveraged magazine, cinema and online media advertising to showcase our new brand.
2008 In 2008, 5 brand launched two new fruit gum experiences. Lush gum provides a crisp tropical sensation and Elixir gum is a mouthwatering berry sensation.
2009 5 gum takes it to the next level with unique, game-changing flavor experiences. Solstice, a warm and cool winter, and Zing, a sour to sweet bubble, are new-to-world flavor transitioning experiences.
Do check out the 5 Gum YouTube channel for examples of the TV/Cinema creative, but in this post I’d like to review the packaging, which I believe is a point of difference that will give the product luxury status.

So to begin with, we’re starting with an initial three flavours: Cobalt – a cooling peppermint; Electro – a tingling spearmint and Pulse – a crisp tropical. Packs will reportedly go on sale at £1.50 RRP, to reflect that they are a considered rather than impulse purchase.

I’ll be looking at Pulse – the tropical flavour, which comes with little speckles of sharp citric stuff that actually gets your mouth watering when you first