Brand new look for PML’s Chesterfield range

Brand new look for PML’s Chesterfield range

 

Leading tobacco company Philip Morris Limited (PML) has unveiled new upgraded packaging for its Chesterfield brand to emphasise the brand’s quality, which is available at the lowest price in the superlow category.

The distinctive new design, rolled out across the Chesterfield Red, Blue and Menthol portfolio, features the prominent ‘duality crown’ icon, set against a clean white background.

Within the new pack design are several references to the brands famous quality, including the introduction of the line ‘Creator of Taste’, and references to the long heritage of the brand that has offered ‘International Quality Since 1896’.

As a fine Virginia blend, there are now additional icons highlighting the smooth Virginia taste as well as reminding adult smokers that the Chesterfield brand has been ‘crafted to offer superior quality and smooth taste’.

The Chesterfield design upgrade is especially good news for retailers and adult smokers alike, as the brand has maintained its long-term eight per cent POR, superlow price point of £6.10 and, crucially, the 19-stick count, which combines to make Chesterfield the best value brand in the UK.

Martin Inkster, managing director for the UK & Ireland for PML says: “We are delighted to unveil the new design for the Chesterfield portfolio, and perhaps are even more proud of maintaining our position as the best value brand in the UK, with a super low price point of £6.10, a 19-stick count and a commitment to a long-term POR of eight per cent. All of these factors combined create real value for retailers and adult smokers alike.”

The new packaging has been rolled out in store and will be supported with an extensive trade marketing programme. Trade activities include trade media, presenter boxes, display units, shelf barkers, an i-book and posters in cash & carries. An insert in each pack will communicate to consumers that although the packaging has changed, the same great taste and quality remain.