New-look Winston packaging takes flight with Imperial Tobacco

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Same product, different packaging: Imperial Tobacco said the new-look reinforces its equity among adult smokers

Imperial Tobacco will unveil a new package design for Winston on its revamped booth (713) at next week’s IAADFS Duty Free Show of the Americas.

The revamped package design will feature on Winston Red and Gold cigarettes and is said to have been well-received in customer surveys. The new look was launched last year in the USA domestic market, supported with strong consumer promotion and engaging programmes designed to encourage trial, conversion and retention. A new Winston website was also launched to support the new design and to gain further brand loyalty, said the brand.

Winston Regional Manager Americas Global Duty Free Herman Ten Have said: “Winston has benefitted from this design make-over and, as a result, domestically the brand’s market share has been growing. 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. The company said the booth provides the ‘perfect’ environment to present the new-look packs and cartons to both existing and potential customers across all channels.

Ten Have continued: “Orlando is a unique event for our regional team, enabling them to see the majority of our customers in one place. 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.”

Imperial Tobacco will also highlight its Davidoff, Gauloises, Lambert & Butler, Golden Virginia and Rizla brands plus a variety of cigarillos in Orlando.

 

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