Davidoff iD cigarettes are made with an American blend of tobacco and come in two variants – Orange (full flavour) and Blue (smooth).
Distinctive packs feature a ‘glide’ mechanism that reveals a selection of specially commissioned designs by contemporary artists. Davidoff iD is aimed primarily at brand-conscious smokers in the 18- to 24-year-old bracket, and also 24- to 35-year-olds. The brand’s RRP is £7.75 and profit-on-return is about 8%.
Amy Kiss, head of consumer marketing at Imperial Tobacco, said: “Bucking the trend for growth in solely economy and value-priced cigarette brands, sales of premium-priced products are going from strength to strength in the Greater London and South-east are.
“Currently, over 41% of retail cigarette sales are from premium brands, generating around £290m each year for retailers in this region.”
In the UK as a whole, premium-priced cigarettes account for 23% of sales.
Imperial Tobacco is backing the launch with interactive point-of-sale in cash and carries as well as a consumer website and trade advertising.