Black Beauty
Tobacco: "La Parisienne" is now also available in black. Sulzer Sutter is promoting it—with delicate paper cutouts.
Tobacco The Parisienne is now also available in black. Sulzer Sutter is advertising it - with fine silhouettes. "We still have more than a month to go. We're sure to come up with a great poster for the new Parisienne by then," teased the Swiss cigarette brand and its agency Sulzer Sutter this summer. The "under construction" posters were intended to prepare the ground for the new module in the typically peculiar Parisienne design. At the same time, smokers were able to try the new product in the white teaser pack, which they could buy from the promo teams, and discover the name of the new Parisienne printed on the sample cigarettes.non-conformist image
The target audience's high expectations will be fulfilled in the next few days. The end result - a silhouette campaign - is internationally unparalleled. The hand-cut motifs by artist Irina Polin, which depict various club scenes as silhouettes, are intended to reinforce the artistic positioning of the domestic brand in a completely new design language. British American Tobacco Switzerland (BAT) intends to use the "folkloristic" filigree umbrella appearance to combine the brand identity, the domestic roots and the imaginative world of Parisienne with the new full-flavor cigarette in its non-conformist black packaging. "We owe such quirky communication strategies to the wide scope of the brand itself and the customers who also understand the message," says CD Felix Dammann, who wants to continue the success of the previous plasticine and imprint campaigns. With the relaunch of Extra and Ultra alone, Parisienne was able to gain one percent market share in 2003, making it the best year in the brand's more than 100-year history.
What Dammann's team can already be credited with at the current launch is the further development of the unmistakable identity, which embodies completely different values to the US labels. The brand owes this strategy a market share of 14% and the top position among 18 to 30-year-olds.
Strong tobacco is the trend
In order to defend its leadership, BAT wanted to close the gap between the mild and strong varieties, especially as, according to Junior Brand Manager Thomas Baer, full-flavor varieties are on the rise again. "The trend has reversed. Many adult smokers are saying that if they are going to smoke, they want a full-flavored cigarette," explains Baer. In this growing segment - a quarter of the market after all - Noire is up against strong competitors such as Marlboro red and Winston Filter.
With the launch of Noire, Client Service Director Peter Krebs also recommended designing a completely new implementation. "We now reinvent the brand every two or three years and maintain the image of a trendsetter thanks to the constantly unexpected impulses," says Krebs. This is an important criterion in the stagnating cigarette market, where success is determined by a clear brand personality. The communication mix (around 33% for live marketing) is also independent with imaginative implementations - with an unchanged budget overall.
Unmistakable profile, black on white: artist Irina Polin cut the motifs for the Parisienne campaign with scissors.
Luca Aloisi
The target audience's high expectations will be fulfilled in the next few days. The end result - a silhouette campaign - is internationally unparalleled. The hand-cut motifs by artist Irina Polin, which depict various club scenes as silhouettes, are intended to reinforce the artistic positioning of the domestic brand in a completely new design language. British American Tobacco Switzerland (BAT) intends to use the "folkloristic" filigree umbrella appearance to combine the brand identity, the domestic roots and the imaginative world of Parisienne with the new full-flavor cigarette in its non-conformist black packaging. "We owe such quirky communication strategies to the wide scope of the brand itself and the customers who also understand the message," says CD Felix Dammann, who wants to continue the success of the previous plasticine and imprint campaigns. With the relaunch of Extra and Ultra alone, Parisienne was able to gain one percent market share in 2003, making it the best year in the brand's more than 100-year history.
What Dammann's team can already be credited with at the current launch is the further development of the unmistakable identity, which embodies completely different values to the US labels. The brand owes this strategy a market share of 14% and the top position among 18 to 30-year-olds.
Strong tobacco is the trend
In order to defend its leadership, BAT wanted to close the gap between the mild and strong varieties, especially as, according to Junior Brand Manager Thomas Baer, full-flavor varieties are on the rise again. "The trend has reversed. Many adult smokers are saying that if they are going to smoke, they want a full-flavored cigarette," explains Baer. In this growing segment - a quarter of the market after all - Noire is up against strong competitors such as Marlboro red and Winston Filter.
With the launch of Noire, Client Service Director Peter Krebs also recommended designing a completely new implementation. "We now reinvent the brand every two or three years and maintain the image of a trendsetter thanks to the constantly unexpected impulses," says Krebs. This is an important criterion in the stagnating cigarette market, where success is determined by a clear brand personality. The communication mix (around 33% for live marketing) is also independent with imaginative implementations - with an unchanged budget overall.
Unmistakable profile, black on white: artist Irina Polin cut the motifs for the Parisienne campaign with scissors.
Luca Aloisi
