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Viceroy Cigarettes

Viceroy Cigarettes Lights Menthol Rich Natural Tobaccos


Tobacco Cigs Brand Marketing News

New Pack Introduction Programme

The new pack design introduction programme was based on two factors:
 Since the new pack graphics were such a significant change from the previous designs, it would be important to educate current Viceroy smokers about the new designs so they could easily locate the new packs in retail stores.
 Since there was such a substantial preference for the new designs, it would be important to capitalize on the new packs' promotion value. The introductory programme consisted of a two-phase plan. The first phase had two purposes:
(1) to assure continued loyalty by current Viceroy carton buyers and
(2) to provide immediate awareness and recognition of the new designs. This phase entailed a pre-launch plan. Prior to national introduction, Viceroy smokers were given the opportunity to get the new pack designs - free. Several months before national launch, a special consumer offer was made on cartons of Viceroy. The carton announced the intention to change the design. The carton contained a postage prepaid postcard, and consumers were invited to fill in their name and address on the postcard and mail it in. They would receive, by return mail, two packs of Viceroy in the new pack design. The promotion was timed so that consumers received the two free packs shortly before the new designs were available at retail stores. The second phase of the introductory programme was designed
(1) to assure continued loyalty by current Viceroy pack buyers and
(2) to encourage trial by smokers of competitive brands. This phase accompanied the national launch of the new pack designs. It was an introductory promotion offering consumers one pack of Viceroy in return for two empty Viceroy packs. The offer was made using both pack and carton displays, which were placed in all retail stores selling cigarettes. This two-phase programme was designed to merchandise the new packs as effectively as possible by reaching the maximum number of current Viceroy smokers as well as smokers of competitive brands.

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