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product news: STG prepares to rename Café Crème

John Wood ·

Scandinavian Tobacco Group UK (STG UK) has announced a name change for its miniature cigar brand from Café Crème to Signature.

The new Signature brand name will be rolling out in stores from February 2019 with a phased transition to ensure high awareness among retailers and consumers. 

This will include the launch of new transition packs from October which will feature an on-pack flash highlighting that the name will soon be changing to Signature. 

Each pack will also include an inlay inside the tin with additional details informing consumers of the name change and reassuring them the cigars will remain the same.

New tins, featuring the same pack design used currently and showcasing the Signature name, will then be brought to market in February, to allow ample time for the transition to take place. Again, the inlay will convey more information to consumers and remind them that the product hasn’t changed.

Jens Christiansen, head of marketing and public affairs at STG UK, commented: “We’re really excited to be continuing the evolution of one of the world’s leading cigar brands with the launch of its new Signature brand name. While the cigar itself will remain wholly unchanged, the new name has been proven to resonate exceptionally well with consumers, offering them reassurance on the exceptional quality synonymous with the brand.

“The phased transition of the new name into the market will give retailers time to prepare their customers for the arrival of Signature next year to ensure no disruption to sales of the UK’s number cigar brand.”

As well as phasing the arrival of the new packs, STG UK will be communicating the launch further via a trade press campaign to highlight the move and grow awareness among the trade, along with full details of the launch available on its soon to launch trade website.

www.stgtrade.co.uk

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