Imperial Tobacco brings new-look Winston packs to Orlando show


Winston’s bold new packaging design introduces a modern look, seeking to reinforce its equity among adult smokers

Imperial Tobacco is bringing a revamped design for its US brand Winston cigarette to the IAADFS show in Orlando (Booth 713). 

The bold new packaging design introduces a modern look, seeking to reinforce its equity among adult smokers. 

Winston Red and Gold benefit from the new look, which sees changes to the pack and carton (not the product), both well received in customer surveys, according to the company.

This packaging refresh was launched last year in the US domestic market, supported with strong consumer promotion and engaging programs designed to encourage trial, conversion and retention. A new Winston website has also been launched to support the new look and gain further brand loyalty. 

Introduced in 1954, Winston enjoys a rich history and strong brand equity, with packaging and advertising that has evolved throughout the years. The brand joined the Imperial Tobacco portfolio last year for selected markets.

“Winston has benefited from this design makeover and, as a result, domestically the brand’s market share has been growing,” said Herman Ten Have, Regional Manager Americas Global Duty Free. “We’re now taking the new look into duty free and look forward to introducing the brand to buyers in Orlando.”

The Imperial Tobacco booth will continue the group’s Experience and Evolution theme with a fresh design driven by a futuristic mixture of materials. The booth aims to provide the perfect environment to present the new-look packs and cartons to both existing and potential customers across all channels – airports, cruise, ship chandling and diplomatic.

“Orlando is a unique event for our regional team, enabling them to see the majority of our customers in one place,” continued Ten Have. “It offers us a great opportunity to look for synergies in strategy and opportunities to drive sales, while enabling us to get right up to date on what’s happening in regional markets. We’re looking forward to sharing ideas and putting plans into action that will not only maintain sales moving ahead but actually build shop penetration, convert non-buyers and increase average basket size.” 

Alongside further regional brands, Imperial Tobacco will highlight Davidoff, Gauloises, Lambert & Butler, Golden Virginia, Rizla and a variety of cigarillos in Orlando.