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Rothmans Cigarettes

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Tobacco Cigs Brand Marketing News

Extra-length Louis Rothmans Select introduced in the UK at a high premium price

In October 1971 Rothmans advertised on a very limited scale in selected U. K. newspapers a 94 x 25 mm cigarette called Louis Rothmans Select. The pack was black and gold and the scale of the operation indicated a legal exercise rather than a serious brand launch. The price announced was 31p for twenty. Now a revised Louis Rothmans Select has made its appearance on the British market, with apparently more aggressive intent. The new version is marketed at the recommended retail price of 35p for twenty - a figure hitherto considered unrealistically high for a domestic filter brand. It comes at a time when sales of king size and extra length brands are continuing to rise (they now account for about 10% of total volume) which may have some connection with the fact that, over the past 5 years, cigarette prices have increased by 13% whilst wages have gone up to a considerably higher degree. The new-version Louis Rothmans Select pack is quite different in design from that of October '71. It is a twin-10's hinge-lid pack of glossy white board carrying a repeating pattern of the word "Rothmans of Pall Mall" in a light ochre color. The brand name is overprinted in larger black copperplate lettering. On the sides of the pack are dark blue panels bearing the Rothmans Pall Mall name and crest in gold. The most unusual feature is the use of a self adhesive "seal" which is sited across the pack opening where the lid joins the main body of the pack. This "seal" is in two shades of red with a shiny hot foil stamped crest upon it. The inner frame is gold, and another innovation is the use of a pinhead embossed printed paper in place of the more usual metallic foil. The 94 x 25mm cigarettes have filigrain paper similar to that used on Perilly's, a 20mm dual Myria/acetate plug, and 23mm cork tipping printed in a pattern bearing a closer than usual resemblance to real cork. Inside the packs is an insert printed in a number of colors on a buff paper - the emphasis being on quality and Rothmans tradition.

1972

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