Sustaining tobacco brand identities in an increasingly restricted environment
How can a brand identity be maintained in a restrictive environment? Due to marketing bans the brand packaging itself has become important to experience a brand. For the tobacco category this is specifically so. In the March issue of Tobacco reporter Claessens|Cartils gives insights in the backgrounds of branding and introduces a frame of reference to reinforce brand presentations. Tools are evaluated that can be used to create a brand presentation that underscores a brand’s personality while complying with regulations.
Click here to download the full article Balancing Act
Welcome to the family of Andre which is closely connected to Germany’s long tradition in cigars. The family started producing cigars since 1817 and has grown to be one of the leading manufacturers in Europe. Now, for the first time, Arnold André – The Cigar Company presents a cigar that carries the family name.
The new “Carlos André”, is called after the youngest off-spring of the family, celebrating this legacy. Mr. Axel Georg André: “The Carlos André cigar is a tribute to the great tradition of our house, as well as a tribute to the lover of great cigars”. Carlos André is available in Robusto, Corona and Petit Corona size, only in exclusively selected tobacco shops.
Viceroy is a leading international brand within the 
British American Tobacco portfolio, selling in over 40 countries with Poland as one of its key markets.
As Poland has a large market for Super Slim cigarettes, British American Tobacco sees opportunities to successfully extend the Viceroy range with a new Super Slim variant. ClaessensCartils was challenged to develop a brand presentation which was in line with Viceroy King Size, yet noticeably underlining the product intrinsic differences. As a result, the new Viceroy Super Slim brand presentation has become a modern, strong, dynamic design, showing a unique face while safeguarding family resemblance.
Peter I is a growing Russian cigarette brand owned by JTI. Its growth is mainly caused by the brand’s unique promotional campaigns, having started in 2006, in which consumers can win an apartment (EUR 50,000.-)! The promotional packaging is sold from March to August (6 months), during the rest of the year the ‘regular’ packs are on the market.
ClaessensCartils developed the special packs for the 2009 promotion. This edition had to contain more emotionality and aspiration; at the same time keeping recognition with the regular Peter I packs. Also, due to possible price increase, a more premium overall appearance was desirable.
Although different approaches were tested among consumers, the winning design was close to former editions. However, by covering a larger part of the pack with a realistic illustration, the packs are now more coherent in their appearance and have a stronger perspective. Overall, the consumer perceives Peter I as more qualitative.
The promotional packs will be on the market from March to August 2009.
Imperial Tobacco is leading the Roll Your Own segment worldwide. Drum is one of their key brands, sold in over 45 markets of which the Netherlands are most important.
In this market, similar to the trend in Factory Made Cigarettes, consumers are switching to value propositions. Imperial Tobacco decided to introduce a value offer ‘Drum Economy’ to prevent these consumers from switching to other brands. Claessens|Cartils from Amsterdam developed a brand presentation for Drum Economy with a modern look appealing to the young adult smoker.
Drum Economy is available in ‘Half Zwaar’ and ‘Zwaar’ varieties and is sold in all retail channels in The Netherlands.
Arnold André Cigars has been awarded in the category “Cigar Innovations” with its innovative Vasco Da Gama Whisky cigar. The product is based on a process where the cigar is acquiring its aroma from being stored in an atmosphere of whisky. In 2005, the company earned its first award within this category with its world-wide innovation of the port wine-cigar.
ClaessenslCartils has been responsible for the packaging design of both innovations. After being successful with the port wine crate-display for the port wine cigar, ClaessenslCartils designed the tube and display for the Vasco Da Gama whisky cigar. The display has been inspired on the giftpacks used for whisky bottles. Herewith the presentation emphasizes the taste and unique character of this cigar innovation.
All around us we see brand owners continually putting new brands on the market or reinforcing the position of existing brands. A relaunch or introduction often involves a new logo.
That logo must become embedded in the minds of potential consumers at the lowest possible cost and in the shortest possible time. But what is a good logo? What conditions might we specify for its design? The Bacardi bat and the Nike swoosh are completely different.
Are they both examples of strong shapes or could other, stronger logos have been developed on a lower budget? This article surveys the critical success factors of a logo.
