Imperial Tobacco gives brands a summer makeover

Golden Virginia roll-your-own tobacco is updating all of its product packaging to a new metallic pack design that is now entering the supply chain.

Economy brand Windsor Blue is changing its packaging to a more vibrant blue style with silver lettering to give the brand a premium feel.

Windsor Blue King Size Smooth is the first brand variant to see these changes and its new pack has already entered the supply chain.

Windsor Blue Superkings Smooth is the next in line and is expected to enter the distributive trade in mid-August.

Whilst the change in packaging will be highlighted on all trade outer designs with a ‘New Pack Inside’ flash for one month, the colour of the trade outers will remain unchanged.

A series of special edition pack designs are also being introduced on the Richmond King Size and Richmond King Size Smooth packs in the UK. The special edition ‘water’ theme designs will be available while stocks last.

Iain Watkins, trade communications manager at Imperial Tobacco comments: “At Imperial Tobacco we continually ensure our brands meet the preferences of the adult smoker and these changes are in line with the research we have conducted in this area. As the down-trading dynamic continues, we still aim to give adult smokers a premium feel to their chosen brands.”