Imperial Tobacco is targeting Asian travel retail markets with its new Davidoff Freeze cigarette line, to be launched at next month’s TFWA World Exhibition in Cannes (Gold Village G06).
Capitalising on the crushball filter trend, which allows smokers to determine the strength of the menthol flavour in their cigarette, Davidoff Freeze is said to epitomise the next generation of crushball cigarettes.
Imperial Tobacco Global Travel Retail Marketing Manager Christian Drews said: “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.
“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.”
Davidoff Freeze features a menthol-impregnated inner pack, said to add to the overall smoking experience. Its packaging was designed to symbolise freshness and quality.
Imperial Tobacco Regional Manager Asia Pacific Andrew Cunningham said that Davidoff Freeze is a major Asian travel retail launch.
“We’re focusing on more than ten key markets in Asia, such is the confidence we have that this product will be a hit throughout the region,” Cunningham said.
“Our initial unveiling will be together with DFS Group at the main international airport hubs of Singapore Changi Airport and Hong Kong International Airport, with other markets coming online soon after. All the team are incredibly excited that this launch marks the next step in the Asian Davidoff journey and will engage a whole new subset of consumers to the brand.”
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.”
