Limited edition Imperial Tobacco product to get the gold treatment

28th November 2012 - Fine Cut

A new, limited edition tobacco blend from Imperial Tobacco will boast a gold hot foil marking on its packaging - with the aim of communicating the product's exclusivity.

The Davidoff Snake Edition is being launched to coincide with the impending Chinese New Year in 2013, says the travel retail site dfnionline.com. The cigarettes will be launched in airport shops throughout the Middle East, India and Asia.

A number of selected stores in the Americas and Europe, as well as ship-chandelling operators, will also have access to the limited edition packets - which should go one sale from December 12th. Chinese New Year, meanwhile, will be celebrated on Sunday February 10.

Imperial Tobacco explained on trbusiness.com that the brushed steel bands of the brand's famous packaging have been replaced by gold foil to "enhance visibility and relevance of the edition.

"Curve designs on the cartons and packs also form an infinity pattern when jointly merchandised on shelves, bringing the snake concept alive," the brand continued.

Nigel Ng, a brand marketing representative of Davidoff Global Duty Free, added that another benefit of the pack is that Chinese travellers are particularly keen of eye-catching and unique packaging designs - particularly during gifting periods such as Christmas.

"Not only is this edition highly relevant to our Chinese shoppers, travellers of other nationalities are also offered a unique purchase opportunity, allowing the brand to form part of their travel experiences," he added.

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