Camel without camel

JTI produces a limited shipment of cigarettes with a new design

The Company Japan Tobacco International (JTI) arrives at the Russian market a limited series of its cover cigarette brand - Camel cigarettes with radically modified design.

This "limited edition" is already practiced by one of the competitors JTI-company Philip Morris. Experts have pointed out that such actions are designed to attract additional attention to the existing brand consumers have become increasingly widespread. These techniques are particularly relevant to products whose promotional activity is limited by law.

As described 'Manager of Public Relations office JTI Russian Anatoly Vereshchagin, in September in the 25 largest cities of Russia limited selling Camel with a new batch design.

Instead of the classic camel on the package featured entire songs: a camel goes on trees along the winding road, as usual yellow background patterns decorated cigarette packets. In doing so, taste, shape and the price of cigarettes remained unchanged.

"This is our largest action of issuing a limited series - First of such releases were distributed only in the networks HoReCa (hotels, restaurants, cafes. - ')."

Such a limited series of its brands already produced several times in Russia company Philip Morris. Thus, in March this year, the sale of Marlboro cigarettes came in packs silver opened the side. And one of the parties in Parliament was dark blue metallic color.

"We wanted to add momentum to its key brands", explains Philip Morris spokesman.

Issues of limited series today often practice producers of food and beverages. Thus, the brewing company for several years from November to January produces special "seasonal" class beer Tuborg Christmas Brew.

Notably, the specialists do not have a clear answer - whether limited series of sales growth? For example, Philip Morris refers to the data research company ", which recorded a small increase in sales of Marlboro in the first half of 2006 after the shares.

Share brand has grown over the same period of last year to 0.14% (for the highly competitive tobacco market is a good indicator). In other companies more skeptical look at these figures. "I have both sales and rising each year,".- Pictures on bottles rather simply attract attention.

Marketing note that in the future the limited edition series will be increasingly demanded. "So far, producers for daily goods such isolated acts, but they will soon become common place," believes director of Qualitative Quest.

A chap Agency "Russian tobacco" drew attention that one of the first series of limited practice steel companies, whose advertising opportunities is limited by law: "For them, this is an additional way to promote their brand."