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.