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Embassy Cigarettes

Embassy Cigarettes Regal


Tobacco Cigs Brand Marketing News

Embassy Regal

An untended in-store competition for smaller outlets Wills in the UK are promoting their Embassy Regal (the country's third biggest brand) by means of a competition whereby shoppers guess the number of Regal packs contained within a spherical "bubble" of clear plastic. While the competition has been run under the supervision of special promotion girls hired from agencies, which also carry out sampling, this is an expensive business with the girls costing from £8 to £10 a day each. So a modified version has been planned which requires no supervision of this sort. Mr. Peter Sanguinetti of Wills says: "We have devised this for small outlets where we would not be justified in employing two agency girls to look after it. It is ideal for confectionery-tobacco-newsagents, where all we have to do is to set up the equipment and put out the application forms. The contest lasts for a week with the winner receiving 400 Regal. All the smoker has to do is to post his entry into the box, and our representative collects the forms at the end of the week". The form asks whether entrants are smokers, and if they receive the Embassy premium catalogue. Any entrant guessing the exact number would win his cigarettes or the one coming nearest would otherwise get the prize. The smaller bubble on the display stand contains 100 packets, and serves to give entrants a clue as to how many the bigger bubble holds. Wills demand no proof of purchase of Regal as a qualification for entry, though the completed entrance forms provide lists enabling follow-up action to be taken.

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