Imperial Tobacco continues to enhance the offer for its cigarette brand, Davidoff, with the launch of Davidoff Freeze – the brand’s first foray into the Crushball sector. Aimed exclusively at the Asian market, Davidoff Freeze will be introduced at TFWA World Exhibition & Conference in Cannes in October.
Capitalising on the current Crushball filter trend that allows smokers to determine the strength of the menthol flavour in their cigarette, Davidoff Freeze epitomises the next generation of Crushball cigarettes.
“The objective during the development of ‘Davidoff Freeze’ was not to purely create another Crushball variant, but to develop the very best Crushball product available,” says Christian Drews, GTR Marketing Manager. “With Davidoff Freeze we have not only created a cigarette that delivers an intense menthol taste, but also selected a filter which leaves the smoker with an exciting lip-tingling sensation.
Furthermore, we’ve added a menthol impregnated inner pack, with a fresh and cooling aroma, which adds another dimension to the overall smoking experience.
Finally, the detailed and contemporary pack design aims at symbolising great freshness and the very best quality.”
Andrew Cunningham, Regional Manager Asia Pacific says that Davidoff Freeze is seen as a major product launch for the brand within Asian travel retail. “We’re focusing on more than 10 key markets in Asia, such is the confidence we have that this product will be a hit throughout the region. Main international hubs like Hong Kong and Singapore as well as Taiwan and China will all be in the initial launch phase, with other markets coming on-line soon after. The team are all incredibly excited that this launch marks the next step in the Asian Davidoff journey and will engage a whole new subset of consumers to the brand.”
